consumer behaviour: factors affecting online clothing
TRANSCRIPT
Consumer behaviour: Factors Affecting Online Clothing Purchases in South Africa
By Matthew John Gammie
Student Number 204 519 731
A dissertation submitted in partial fulfilment of the requirements for the degree of
Master of Business Administration (MBA)
Graduate School of Business and Leadership
23 November 2011
Supervisor: Professor Anesh Maniraj Singh
i
DECLARATION
I, Matthew John Gammie, declare that
(i) The research reported in this dissertation/thesis, except where otherwise
indicated, is my original research.
(ii) This dissertation/thesis has not been submitted for any degree or examination at
any other university.
(iii) This dissertation/thesis does not contain other persons’ data, pictures, graphs or
other information, unless specifically acknowledged as being sourced from
other persons.
(iv) This dissertation/thesis does not contain other persons’ writing, unless
specifically acknowledged as being sourced from other researchers. Where
other written sources have been quoted, then:
a) their words have been re-written but the general information
attributed to them has been referenced:
b) where their exact words have been used, their writing has been
placed inside quotation marks, and referenced.
(v) This dissertation/thesis does not contain text, graphics or tables copied and
pasted from the Internet, unless specifically acknowledged, and the source
being detailed in the dissertation/thesis and in the References sections.
Signature: ...........................................
Date: 23 November 2011
ii
ACKNOWLEDGEMENTS
I wish to express my sincere appreciation and gratitude to the following individuals,
without whose assistance, this study would not have been possible:
My supervisor, Professor Anesh Maniraj Singh, for his wonderful guidance throughout
this dissertation. I am incredibly grateful for his constant encouragement and
motivation.
My family who have been extremely patient with me over recent years while studying
this MBA and whose support has empowered me to meet this challenge.
My respondents who took the time to complete my questionnaire with care and
accuracy.
The Graduate School of Business staff, with special mention to: Mrs Wendy Clarke,
Mrs Kiru Naidoo and all my lecturers who assisted in educating me throughout the
MBA.
My MBA colleagues, first and foremost for their friendship and then for their support
and encouragement over the last three years.
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ABSTRACT
Consumer buying behaviour is a well documented topic and as such has inspired a
wealth of literature. In South Africa online shopping is a relatively new concept and
as such still faces a variety of teething problems that can only be addressed once a
better understanding of consumer buying behaviour has been reached. This study
deals specifically with online clothing buying behaviour in South Africa. Seeking
greater understanding of consumers’ buying behaviour in the clothing sector will
assist online vendors in creating favourable experiences for online shoppers and
therefore assist their attempts to satisfy their target markets. A quantitative study
was conducted the aim of which was to determine what factors would attract
consumers to purchase clothing online. Four hundred potential respondents were
approached, however, only 289 took part in the study. To be considered for the
survey respondents were required to be South African residents currently active on
the social network, Facebook. The study aimed to create a profile of online clothing
shoppers in South Africa and ascertaining what factors may improve their attitudes
toward online shopping. The study revealed that a major challenge faced by online
clothing is that of securing an initial purchase, however, once this initial purpose
has been achieved respondents generally had a more favourable attitude toward
shopping for clothing online. It was further revealed that certain factors or offerings
could also improve consumers’ attitudes. The study showed that the majority of
respondents, when provided with customisation options, had a significantly
improved attitude toward online shopping. Social networks were another factor
identified by the researcher as potentially having the ability to positively impact on
consumers’ online shopping behaviour. The study revealed that in South Africa
social networks are currently limited in their impact on buying behaviour, however,
there were indications that social networks may prove useful to both vendors and
consumers alike in future. Finally some of the most notable recommendations were that
vendors should emphasise branding, obtain endorsement from public figures and tailor
their payment and returns policies to suit the preferences of the consumers.
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TABLE OF CONTENTS
DESCRIPTION PAGE
DECLARATION............................................................................................................... I
ACKNOWLEDGEMENTS............................................................................................ II
ABSTRACT .................................................................................................................. III
LIST OF FIGURES ..................................................................................................... XII
LIST OF TABLES ......................................................................................................XIII
CHAPTER ONE ............................................................................................................. 1
INTRODUCTION TO THE PROBLEM ...................................................................... 1
1.1 INTRODUCTION ...................................................................................................... 1
1.2 PROBLEM STATEMENT ......................................................................................... 1
1.3 RESEARCH QUESTIONS ......................................................................................... 2
1.4 OBJECTIVES ............................................................................................................ 2
1.5 FOCUS OF THE STUDY ........................................................................................... 2
1.6 LIMITATIONS OF THE STUDY .............................................................................. 3
1.7 CHAPTER STRUCTURE .......................................................................................... 3
1.8 SUMMARY ............................................................................................................... 3
v
CHAPTER TWO ............................................................................................................. 5
THEORY AND LITERATURE REVIEW..................................................................... 5
2.1 INTRODUCTION ....................................................................................................... 5
2.2 CONSUMER BUYING BEHAVIOUR ....................................................................... 5
2.2.1 A psychological perspective to buying behaviour .......................................... 6
2.2.2 Consumer buying process .............................................................................. 9
2.3. FACTORS EFFECTING CONSUMER BUYING BEHAVIOUR.. .......................... 11
2.3.1 Attitude ....................................................................................................... 11
2.3.2 Branding ..................................................................................................... 12
2.3.3 Customisation ............................................................................................. 14
2.3.4 Gender ........................................................................................................ 15
2.4 ONLINE CONSUMER BUYING BEHAVIOUR ...................................................... 16
2.4.1 What is online shopping (e-commerce)? ...................................................... 16
2.4.2 Shopping online versus in store ................................................................... 17
2.5 FACTORS AFFECTING ONLINE BUYING BEHAVIOUR .................................... 19
2.5.1 Age, socioeconomics and income ................................................................ 19
2.5.2 The influence of social e-shopping .............................................................. 21
2.5.3 Internet apprehension and website satisfaction............................................. 22
2.5.4 Risk perceptions .......................................................................................... 23
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2.6 ONLINE BUYING IN SOUTH AFRICA .................................................................. 25
2.6.1 Potential for the South African Online clothing market ................................ 26
2.6.2 Online clothing buying in South Africa ....................................................... 26
2.7 SUMMARY .............................................................................................................. 27
CHAPTER THREE ....................................................................................................... 29
RESEARCH METHODOLOGY .................................................................................. 29
3.1 INTRODUCTION ..................................................................................................... 29
3.2 STATEMENT OF THE RESEARCH PROBLEM ..................................................... 29
3.3 AIM AND OBJECTIVES OF THE STUDY .............................................................. 30
3.3.1 Aim ............................................................................................................. 30
3.3.2 Objectives ................................................................................................... 31
3.4 FOCUS ...................................................................................................................... 31
3.5 SAMPLING .............................................................................................................. 31
3.5.1 Advantages of Snowball sampling ............................................................... 33
3.5.2 Disadvantages of snowball sampling ........................................................... 33
3.6 SAMPLE SIZE .................................................................................................... 34
3.7 DATA COLLECTION APPROACH ................................................................... 35
3.8 DATA COLLECTION INSTRUMENTS ............................................................. 36
3.9 THE QUESTIONNAIRE AS A RESEARCH TOOL ........................................... 37
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3.10 QUESTIONNAIRE DESIGN .................................................................................. 39
3.11 QUESTIONNAIRE PRETESTING AND VALIDATION ....................................... 40
3.11.1 Pretesting the questionnaire ....................................................................... 40
3.11.2 Validation of the questionnaire .................................................................. 41
3.12 ADMINISTRATION OF THE QUESTIONNAIRE................................................. 41
3.13 DATA CAPTURING METHODS ........................................................................... 44
3.14 DATA ANALYSIS METHODS .............................................................................. 45
3.14.1 Analysis and presentation of data .............................................................. 45
3.15 SUMMARY ............................................................................................................ 46
CHAPTER FOUR ......................................................................................................... 47
PRESENTATION AND DISCUSSION OF RESULTS ............................................... 47
4.1 INTRODUCTION ..................................................................................................... 47
4.2 DEMOGRAPHIC PROFILE OF THE RESPONDENTS ........................................... 47
4.3 INTERNET BEHAVIOUR OF THE RESPONDENTS ............................................. 49
4.3.1 How many years have respondents had internet access ................................ 49
4.3.2 Respondents who had made online purchases .............................................. 50
4.4 ANALYSIS OF OBJECTIVES.................................................................................. 51
4.4.1.1 Age of online clothing shoppers ............................................................... 51
4.4.1.2 Gender of online clothing shoppers........................................................... 52
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4.4.1.3 Race of online clothing shoppers .............................................................. 52
4.4.1.5 Monthly income bracket of online clothing shoppers ................................ 53
4.4.1.6 Relationship between monthly clothing expenditure and potential
online monthly clothing expenditure ......................................................... 54
4.4.2 OBJECTIVE TWO: TO DETERMINE ONLINE CLOTHING
SHOPPING PATTERNS ........................................................................................ 55
4.4.2.1 Formal versus informal clothing purchases made online ........................... 55
4.4.2.2 Items previously purchased by online clothing shoppers ........................... 56
4.4.3 OBJECTIVE THREE: ATTITUDES TOWARD ONLINE
CLOTHING PURCHASES .................................................................................... 57
4.4.3.1 Would you consider buying clothing online in future ................................ 57
4.4.3.2 What items would you consider buying .................................................... 58
4.4.3.4 Reasons not to buy clothing online in future ............................................. 59
4.4.4 OBJECTIVE FOUR: TO ESTABLISH THE IMPACT SOCIAL NETWORKS
CAN HAVE ON ONLINE CLOTHING SHOPPING ............................................. 60
4.4.4.1 Social network feedback increases my confidence when buying online .... 60
4.4.4.4 What feedback would you be interested in reviewing from your
social network .......................................................................................... 62
4.4.5 OBJECTIVE FIVE: TO ESTABLISH WHETHER CUSTOMISATION
CAN AFFECT ONLINE CLOTHING PURCHASES ............................................. 62
4.4.5.1 Relationship between age and inclination to buy customised clothing
online ....................................................................................................... 63
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4.4.5.2 Relationship between gender and inclination to buy customised
clothing online .......................................................................................... 63
4.4.5.3 Relationship between race and inclination to buy customised
clothing online .......................................................................................... 64
4.4.5.4 What would you consider the most important customisation options? ....... 65
4.4.5.5 Would you be willing to pay a premium for customised clothing .............. 66
4.5 SUMMARY .............................................................................................................. 66
CHAPTER FIVE ........................................................................................................... 67
DISCUSSION OF RESULTS........................................................................................ 67
5.1 INTRODUCTION ..................................................................................................... 67
5.2 DEMOGRAPHICS .................................................................................................... 67
5.3 OBJECTIVE ONE: TO CREATE A PROFILE OF ONLINE SHOPPERS IN
SOUTH AFRICA ...................................................................................................... 68
5.3.1 Age of online clothing shoppers .................................................................. 68
5.3.2 Gender of online clothing shoppers ............................................................. 69
5.3.3 Race and online clothing shopping .............................................................. 70
5.3.4 Employment status of online clothing shoppers ........................................... 70
5.3.5 Monthly income of online clothing shoppers ............................................... 71
5.3.6 Relationship between monthly clothing expenditure and potential
online monthly clothing expenditure ............................................................ 71
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5.4 OBJECTIVE TWO: TO DETERMINE ONLINE CLOTHING
SHOPPING PATTERNS ........................................................................................... 72
5.4.1 Formal and informal online clothing purchases............................................ 72
5.4.2 Items purchased by online clothing shoppers ............................................... 72
5.5.1 Respondents willingness to repurchase clothing online ................................ 73
5.5.2 Clothing items likely to be repurchased by online clothing shoppers ........... 73
5.6 OBJECTIVE FOUR: TO ESTABLISH THE IMPACT SOCIAL NETWORKS
CAN HAVE ON ONLINE CLOTHING SHOPPING ................................................ 75
5.6.1 The ability of social network feedback to increase confidence levels in
online shoppers .......................................................................................... 75
5.6.2 Use of social network feedback when making online purchases ................... 76
5.6.3 Social network feedback of interest to respondents ...................................... 76
5.7 OBJECTIVE FIVE: TO ESTABLISH WHETHER CUSTOMISATION
CAN AFFECT ATTITUDE TOWARD ONLINE CLOTHING PURCHASES .......... 76
5.7.1 Customisation options most valued by online clothing shoppers .................. 77
5.7.2 Customisation effect on price sensitivity ..................................................... 77
5.8 SUMMARY .............................................................................................................. 78
CHAPTER SIX .............................................................................................................. 79
CONCLUSIONS, LIMITATIONS AND RECOMMENDATIONS ............................ 79
6.1 INTRODUCTION ..................................................................................................... 79
6.2 RESEARCH IMPLICATIONS .................................................................................. 79
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6.3 CONCLUSIONS, IMPLICATIONS AND RECOMMENDATIONS ......................... 80
6.3.1 Implications of the profile of online shoppers .............................................. 80
6.3.2 Implication of online shopping patterns ....................................................... 81
6.3.3 Attitude toward online shopping .................................................................. 82
6.3.5 Influence of customisation ........................................................................... 84
6.4 FURTHER RECOMMENDATIONS ARISING FROM THE STUDY ...................... 85
6.5 LIMITATIONS OF THE STUDY ............................................................................. 86
6.5.1 Sampling method employed and lack of demographic diversity ................... 86
6.5.2 Limited scope .............................................................................................. 87
6.5.3 Questionnaire format ................................................................................... 88
6.5.4 Current available literature .......................................................................... 88
6.5.5 Social desirability bias ................................................................................. 88
6.5.6 Lack of respondent segmentation................................................................. 89
6.6 RECOMMENDATIONS FOR FURTHER RESEARCH ........................................... 89
6.7 SUMMARY .............................................................................................................. 90
REFERENCES .............................................................................................................. 92
APPENDIX-1: QUESTIONNAIRE .............................................................................. 97
APPENDIX-2: ETHICAL CLEARANCE ................................................................. 107
xii
LIST OF FIGURES
No. Description Page
FIGURE 2.1 MASLOW’S HIERARCHY OF NEEDS ..................................................... 6
FIGURE 2.2 A FIVE STAGE MODEL FOR CONSUMER BUYING ........................... 10
FIGURE 2.1 NON-DISCRIMINATIVE SNOWBALL SAMPLING .............................. 33
FIGURE 4.1 PERIOD FOR WHICH RESPONDENTS HAVE HAD INTERNET
ACCESS .................................................................................................... 49
FIGURE 4.2 PARTICIPATION IN ONLINE PURCHASING ....................................... 50
FIGURE 4.4 RESPONDENTS MONTHLY CLOTHING EXPENDITURE ................... 54
FIGURE 4.5 RELATIONSHIP BETWEEN FORMAL AND INFORMAL
ONLINE CLOTHING PURCHASES ....................................................... 55
FIGURE 4.6 FREQUENCY OF ITEMS PURCHASED ONLINE .................................. 56
FIGURE 4.7 ATTITUDE TOWARD REPURCHASE OF CLOTHING ONLINE .......... 57
FIGURE 4.8 ONLINE REPURCHASE PREFERENCES ............................................... 58
FIGURE 4.9 DETERRENTS FROM ONLINE CLOTHING PURCHASES ................... 59
FIGURE 4.12 SOCIAL NETWORK FEEDBACK’S ABILITY TO ASSIST
ONLINE PURCHASES…………………………………………………...60
FIGURE 4.13 USE OF SOCIAL NETWORK FEEDBACK IN ONLINE
PURCHASING DECISION ..................................................................... 61
FIGURE 4.14 RELEVANT SOCIAL NETWORK FEEDBACK .................................... 62
FIGURE 4.15 VALUE ASSIGNED TO CUSTOMIZATION OPTIONS ....................... 65
FIGURE 4.16 RESPONDENTS’ PRICE SENSITIVITY TO CUSTOMISED
CLOTHING ............................................................................................ 66
FIGURE 6.1 MODEL TO ACHIEVE DEMOGRAPHIC DIVERSITY .......................... 87
xiii
LIST OF TABLES
No. Description Page
TABLE 4.1 DEMOGRAPHIC PROFILE OF RESPONDENTS ..................................... 48
TABLE 4.2 THE RELATIONSHIP BETWEEN AGE AND ONLINE CLOTHING
SHOPPING. ................................................................................................ 51
TABLE 4.3 THE RELATIONSHIP BETWEEN GENDER AND ONLINE CLOTHING
SHOPPING. ................................................................................................ 52
TABLE 4.4 THE RELATIONSHIP BETWEEN RACE AND ONLINE CLOTHING
SHOPPING. ................................................................................................ 52
TABLE 4.5 THE RELATIONSHIP BETWEEN LEVEL OF EMPLOYMENT AND
ONLINE CLOTHING SHOPPING. ............................................................ 53
TABLE 4.6 RELATIONSHIP BETWEEN INCOME BRACKET AND ONLINE
CLOTHING SHOPPING ............................................................................ 53
TABLE 4.7 AGE AND ATTITUDE TOWARD CUSTOMISED CLOTHING ............... 63
TABLE 4.8 GENDER AND ATTITUDE TOWARD CUSTOMIZED CLOTHING ....... 63
TABLE 4.9 RACE AND ATTITUDE TOWARD CUSTOMIZED CLOTHING ............ 64
1
CHAPTER ONE
INTRODUCTION TO THE PROBLEM
1.1 Introduction
While there is an abundance of information on the topic of consumer buying behaviour,
from psychological perspectives (for example Maslow’s hierarchy of needs later to be
discussed) to factors that affect consumer buying behaviour, there is a distinct lack of
information on the topic of online consumer buying behaviour. Especially when
specifically referring to online buying behaviour of clothing. Understanding the factors
that influence buying behaviour is of extreme importance to vendors as it will allow them
to better satisfy their target market and as such run more successful businesses.
This chapter serves to present an overview of the entire study. A discussion detailing the
research problem and areas of focus will follow and will specify the intent of the study.
The objectives, research question and limitations encountered during this study will also
be discussed.
1.2 Problem Statement
In South Africa online shopping faces a variety of challenges including: Internet access
and apprehension over ease of use and security concerns among others. One of the major
concerns specific to online clothing shopping is that identified by van Staden and Maree
(2005) who believed that certain products are less inclined to be purchased without the
consumer first having a tangible experience with them. One means by which to overcome
this may be to incentivize shoppers with superior offerings and competitive pricing.
Dennis et al. (2010), believed e-shopping to be a key for consumers and vendors alike.
Access to reviews and fashion advice simplifies the shopping experience while
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simultaneously providing consumers with reliable opinions from peers. Apart from
appealing to the time and money conscious shopper e-shopping also provides a social
arena in which shoppers can interact. The problem facing online clothing vendors is to
identify what consumers perceive to be value and what factors may exist to convince them
of these factors for a given site.
1.3 Research questions
The following research questions were constructed to serve as a guide in the research
process in an attempt to address the objectives:
• What is the profile of an online clothing shopper in South Africa?
• What patterns do these online clothing shoppers follow?
• Will increasing the offerings available affect online shoppers’ buying behaviour?
• Can social networks influence online shoppers’ buying behaviour?
1.4 Objectives
The following objectives were identified:
• To create a profile of online clothing shoppers in South Africa.
• To determine online clothing shopping patterns.
• To determine what would encourage people to purchase online.
• To establish the impact social networks can have on online clothing shopping.
• To establish whether customisation can affect online clothing purchases.
1.5 Focus of the study
This study will focus on Internet users in South Africa, specifically those active on social
networks. It will determine a profile of online clothing shoppers and attempt to identify the
3
effect of customisation, social networking, product category and price. The study will be
restricted to the social network site, Facebook, as this will assist in the objective of
identifying the role social networks can have on online purchases. Furthermore online
shoppers are Internet users and therefore using the Internet as a medium to distribute the
questionnaire is appropriate.
1.6 Limitations of the study
The primary constraint identified in the study was the lack of demographic diversity of the
respondents. Further limitations identified in the study are discussed in detail in Chapter
Six.
1.7 Chapter Structure
• Chapter One: will provide a broad overview of the study.
• Chapter Two: will review existing literature to provide a theoretical basis for the study.
• Chapter Three: will discuss the research methodology used in this study.
• Chapter Four: will present the results of the study.
• Chapter Five: will present a discussion of the results of the study.
• Chapter Six: will present the limitations and conclusions of the study, while also
suggesting recommendations for further study.
1.8 Summary
This chapter has provided a brief introduction, structural framework and overview of the
study to follow. A discussion of the research objectives, the research questions and the
limitations of the research has been included. The research is of value as it will allow
online vendors to understand what it is that consumers seek when shopping for clothing
online. By gaining some insight and understanding of consumers buying behaviour,
4
vendors will be able to better satisfy their consumer needs. Chapter Two will focus on the
existing literature which will form the foundation for the empirical study to follow.
5
CHAPTER TWO
THEORY AND LITERATURE REVIEW
2.1 Introduction
The purpose of this literature review is to provide some insight into the already existing
information on the topic of consumer buying behaviour. It will serve to provide readers
with an understanding of key concepts on the topic, and a degree of insight as to how
consumers conduct themselves when buying goods and services.
This chapter will begin by looking at consumer buying behaviour in general, before
focusing on consumer buying behaviour with regard to online buys. It will define online
shopping and describe the various perceptions people have of online shopping before
describing the benefits it can provide. Finally this literature will also investigate online
shopping in South Africa specifically in clothing purchasing.
2.2 Consumer buying behaviour
In order to discuss consumer buying behaviour, it seems that the first logical step would be
to define what is meant by the term consumer as it may mean a variety of things to a
variety of people. Zukin and Maguire (2004) define consumption as a social, cultural, and
economic process of choosing goods and this process reflects the opportunities and
constraints of modernity. Mohr and Fourie (2004) suggest that a consumer is a member of
a household who consumes goods and services in an attempt to satisfy a want or a need.
To an ecologist a basic description of a consumer might be an organism that consumes or
uses a resource to its detriment. For example a lion may be considered a consumer as it
consumes an impala.
For the purposes of this study a consumer can be seen by the economic standard similar to
the definition provided by Mohr and Fourie. A consumer is therefore an individual within
6
society who consumes goods and services (for example food, clothing and postal services)
and in return contributes to the economy of that region. Consumer buying behaviour
therefore entails an understanding of the way an individual acts when purchasing a good
or service and how they may be influenced by external stimuli and their surrounding peers.
2.2.1 A psychological perspective to buying behaviour
Abraham Maslow sought, by means of a pyramid structure, to explain why people’s needs
at a particular time may be a certain way inclined. However, he continued by suggesting
that people’s needs may differ as circumstances vary (Kotler & Keller 2009). For
example: gaining the approval of others may be a highly weighted priority of one
individual while another is far more occupied with the need to satisfy their hunger.
Figure 2.1 Maslow’s hierarchy of needs
Adapted from Kotler and Keller. 2009.
Maslow's hierarchy (Kotler & Keller 2003) suggests that this is explained by the
arrangement of one’s needs from the most urgent to the least, (where the most urgent
forms the foundation of the pyramid and the least urgent the pinnacle). As shown by
Self-actualisation
needs
Esteem Needs
Social needs
Safety needs
Physiological needs
7
Figure 2.1, the needs (from most important to least important) are as follows:
physiological needs, safety needs, social needs, esteem needs, self-actualisation needs. It is
believed that people will satisfy their most urgent needs first and only after these primary
needs have been satisfied will they progress to attempt to satisfy the next most urgent need
in the hierarchy. An example includes an impoverished person who eats from a rubbish
bin. Their most urgent need is to satisfy their need for hunger (level 1) and in doing so
they have little or no concern over how others may perceive them (social needs, level 3
and esteem needs, level 4). Once the impoverished person has satisfied their need for
hunger they may then address the need for security, (i.e. A warm place to spend the night,
level 2).
Further research on the field conducted by Yinon, Bizman, and Goldberg (1976) revealed
that not only are people influenced by their position on the pyramid structure and the
associated needs, but their relative satisfaction on achieving a need is also influenced by
the level of that need. For example a person is likely to be more satisfied to achieve a high
level need than a low level one, especially when they perceive their associated reward as
ranking higher than others. Maslow’s proposed explanation is therefore not without fault
as people are independent beings that make decisions uniquely from one another. What
one person may deem to be important may not be seen as important to another and
therefore will effect their need recognition and related level of satisfaction derived from
satisfying a particular need.
Three decision making models as identified by Richarme (2005) can be best represented in
Table 2.1.
8
Table 2.1 Representation of decision making models
Founder Model Description
Bernoulli
(Early ‘1700s’) Utility theory
Consumers base decisions made on the expanded
outcomes. Consumers are therefore seen as
rational and as capable of predicting probable
outcomes of decisions made. They therefore make
decisions to maximise their future well being.
Simon
(Mid ‘1950s’) Satisficing theory
Satisficing suggests that consumers decision
making process went only as far as to a point
where they wanted to be and then ceased. Simply
put, consumers ended the decision making process
once they reached a point of perceived
satisfaction.
Kahneman & Tversky
(Late ‘1970s’) Prospect theory
The prospect theory expands on the Utility and
Satisficing theories by adding the elements value
and endowment. Value allowed a reference point
from which gains and losses could be evaluated.
Endowment suggests that an item or buy is more
precious if one owns it themselves than if
someone else owns it.
While the explanations in Table 2.1 may serve to simplistically describe consumers and
need satisfaction, it does little to create an in depth understanding that can be used to
predict buying behaviour and is therefore limited in its usefulness from marketers or sales
executives’ perspective.
9
Gillham, Crous and Scheppers (2003) believes using the above models confines the
consumer to being understood only on a very linear level and that these approaches
neglect to account for the actual engagement in the shopping experience itself. Failure to
see the shopping experience as more than merely a means to an ends ignores the
possibility that shopping as an experience in itself can serve to satisfy some form of need.
It is therefore important to consider the process or act of shopping in creating satisfaction
as well as the ends in itself, section 2.2.2 will discuss the consumer buying process.
2.2.2 Consumer buying process
Du Plessis and Rousseau (2003) identify buying behaviour as being comprised of both
mental and physical activities of consumers, or groups thereof. They believe these
activities precede, determine and continue the decision making process for the buying of a
product in the pursuit of satisfying a need. Gillham et al. (2003) believe that shopping is
not simply a means to an end (i.e. one goes shopping only to address one’s need for
hunger) but rather may also exist as an end in itself, as can be seen when observing the act
of buying itself. The activity therefore does not simply address a specific need in the form
of a product or service but rather includes the experience of shopping itself. The buying
decision process has been summarized in a five stage model by Kotler and Keller (2009).
10
Figure 2.2 A five stage model for consumer buying
Adapted from Kotler and Keller. 2009.
Problem
recognition
Evaluation of alternatives
Purchase decision
Post purchase behaviour
Information
search
11
Kotler and Keller (2004) believe that consumers, when making a buying decision, pass
through the five stages as suggested by Figure 2.2 above. They suggest problem
recognition, where consumers become aware of a need not satisfied to be the first step.
Once the need is identified consumers, in an attempt to best for fill that need, will conduct
a form of research to gain insight and understanding of what options are available to them
to address that need. With the options available now presented they must be compared to
one another and the most appropriate option selected before the buy can take place. Finally
after the buy has occurred there will be some form of post purchase behaviour where the
product is evaluated and a sense of satisfaction or disappointment is felt. It is through
understanding these various stages that marketers and sales people will be able to best
appeal to the consumers. For example by knowing how people search for information, and
where they search, retailers will be able to identify what channels will inform consumers
of their offerings. This model however, applies mainly to the purchase of expensive and
non-routine purchases, whereas consumers may be inclined to bypass certain stages as
suggested in Figure 2.2 when purchasing inexpensive or routine goods.
Consumers however vary from one another and as a result it may prove worthwhile to
explore the influence of various factors on their buying behaviour, this will be done in the
following section.
2.3. Factors effecting consumer buying behaviour
Various factors have been identified, by North et al. Among others, as affecting
consumers’ buying behaviour, among these factors are attitude, branding, the level of
customisation and gender. These factors will be discussed in the section to follow.
2.3.1 Attitude
Man’s unpredictable social behaviour has from time to time attempted to be explained by
attitude. People as emotional beings are vulnerable to a variety of interpretations of
circumstances. Attitude cannot be dealt with in absolution but must rather be considered in
an abstract manner given its lack in definitive constraints (Soars 2003).
12
Betts and McGoldrick (1995) illustrate how people’s perceptions can shape retail, by
referring to a trend in shopping behaviour in the United Kingdom when sales promotions
take place. They have observed that in the decade leading up to a recession people are so
eager to participate in price reduced sales that they are even willing to wait over night
outside department stores (for example Harrods) to avoid congestions and disappointment
associated with sales. However, as recession draws nearer they are less inclined to make
none essential buys and become more value conscious reducing the impact of sales
significantly. Betts and McGolgrick (1995) also noted that stores in an attempt to kick start
spending began to increase the number of sales and the time for which they ran. Shoppers
however became skeptical of the integrity of these sales and curbed spending accordingly.
Rice (1997) cited in Anderson (2006), believes the importance of attitude on marketing as
being somewhat obvious. Meaning products perceived as having desirable characteristics
are likely to be favoured and therefore, should the right mix of events (such as availability
and affordability) occur it is probable that these products will be purchased. This suggests
that someone in an optimistic frame of mind, when faced with a product they had a
positive experience with, will be more likely to buy the item again. It is this implication
that highlights the link between marketing, attitude and buying behaviour. One way to
create a link between attitude and buying may be to create an associated familiarity with
which the consumer can identify as is the case in branding.
2.3.2 Branding
Klein (2000) identifies the core meaning of any modern organisation as being its brand
and with it its corporate consciousness. Klein continues to describe the birth of brands as
being the result of an attempt to establish consumer familiarity with products, until in the
1980’s when successful corporations were beginning to produce brands as opposed to
products. Klein (2000) believes that it is this identification that people will feel with a logo
that will inspire a positive attitude in consumers, this positive attitude would generally be
the result of experience and increase demand for the brand. North, de Vos and Kotze
(2003a) share Klein’s notion that brands are a strategic tool that organisations are required
to use to create awareness, increase demand, and mould a corporate image with which
13
consumers can identify. McCoy (2001) suggests that brands, to be effective, must be
consistent in their quality and easy to identify. It is these features that will remain in the
mind of consumers and create a degree of loyalty to the product. Anderson (2006) on
consumer buying, emphasizes the importance of the need for consistency of products by
suggesting a consumer who has bought, used and been satisfied with a particular item will
be more likely to buy the same item from the same brand in future.
It is therefore essential to create brand loyalty, as it is brand loyalty that will result in
repeat customers thereby providing sustainable profits for the organisation, furthermore,
the power of a brand is potentially able to achieve higher profit margins and better access
to distribution channels. Finally brands are also able to lay the foundations that may serve
as the platform for product line extensions (Aaker, 1991 cited in North et al. 2003(a)). In
future these product line extensions may serve to increase the offerings of the brand and
expand the market to which it appeals, thereby aiding the bottom line.
Increased globalisation has made production easier to source the world over. This coupled
with developments in technology have resulted in products being largely similar to one
another and performing the same function. These products are not only remarkably similar
to one another on an attribute basis but also on price. McCoy (2001) suggests that brands
will in this instance serve to differentiate the products from one another. Richarme (2005),
when describing Simon’s Satisficing Theory, suggests that once a consumer is satisfied
with the performance of a particular product the buying process will come to an end. It
will be this satisfaction coupled with consistency of the product that will begin to create
loyalty to the brand and entrench the brand’s position in the market (McCoy 2001). This is
because a brand is more than simply a product with a logo but rather is a representation of
a set of physical characteristics that create a psychological image in the mind of a
consumer. When this image is favourable the brand will have a positive perception and be
attractive to its target market. One way to differentiate products is through customisation
by appealing to the specific need of individual consumers.
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2.3.3 Customisation
Brands are not born over night and young up and coming entities need to explore alternate
avenues that will make their products attractive to buyers and create long standing
relationships with them. The term mass customisation refers to the large scale production
of goods and services specified to individual requirements. Co-design is one option within
mass customisation whereby the product design is based on the individual customer's
selections from a range of features offered (Fiore, Lee & Kunz 2004). This explanation is
further substantiated by mass production’s sense of having an industry transforming
potential extension in mass customisation. Where mass customisation refers to a
production process using the same set of production resources to produce a variety of
similar products yet individually unique on completion, (TC2 2002 cited in
Communications of the Association of Communications for Information Systems 2003).
Frank and Muller (2004) describe mass customisation as providing, “individually
customised goods and services with mass production efficiency.” It is the ability to
produce smaller runs of non homogenous products while maintaining reasonable output
and efficiencies thereby enabling producers to remain price competitive. As companies are
producing smaller runs it is required that they are able to process customers in smaller
batches or groups. To achieve this a company wide philosophy must developed, where
employees strive to achieve design processes which are married with non traditional,
flexible production and a learning culture is harnessed in the company. This will inspire
creativity in the organisation and allow for non traditional production methods that will
cater to the relatively new fad that is customisation.
When referring to clothing apparel in terms mass customisation it can be seen as similar
and in some cases synonymous with tailoring given the following definition of tailored as
provided by Encyclopedia.com, 2009 (online):
"adj. 1. (of clothes) smart, fitted, and well cut: a tailored
charcoal-gray suit. (of clothes) cut in a particular way: her clothes were
well tailored and expensive.
2. made or adapted for a particular purpose or person:
specially tailored courses can be run on request."
15
Each of these definitions creates an understanding, that tailored goods are goods that are in
some way assembled to meet individually specified requirements. Furthermore, there is an
implication that flexibility of production is a pre requirement in producing these goods. An
implication also exists that individualised goods are the way forward and that consumers,
as well as creating a demand for customised goods, are also willing to pay a premium for
them.
Whether goods are branded or customised the attitudes and perceptions may vary from one
gender to another as a result the effect of gender on consumer buying behaviour will be
explored in the next section.
2.3.4 Gender
While attitude, branding and customisation are all factors that impact on consumers and
their buying behaviour (Pillay and Singh 2010), it is possible that males and females may
perceive these and other factors differently from one another.
A MasterCard survey conducted across 14 countries in the final quarter of 2007 found that
although women make more purchases than males it is in fact males who are bigger online
purchasers, by approximately 20%, when it comes to the amount of currency spent. This
seems largely to be attributable to the fact the most popular items bought online are big
ticket items, for example airline tickets and hotel bookings. However, the same study
suggests that ladies clothing and accessories are the fourth most purchased category of
items. The study further suggested increased online buys on all goods citing increased
comfort with shopping online, satisfactory previous experiences and decreased suspicion
over security factors (MasterCard 2010).
Hansen and Jensen (2008) conducted a study and too revealed differences in the online
buying behaviour of women and men when it came to clothing buys. They suggest that
women seek different benefits from the online shopping to what men do in that women are
shopping more "for fun" whereas men are considered shopping for purpose and are "quick
shoppers". This in turn would affect the website layout, the products on offer, the
16
secondary benefits and especially the experience on offer when considering the target
market of a given brand. Hansen and Jensen (2008) continued by observing that shopping
behaviours are further affected, often exaggeratedly so, by whether the purchaser is buying
for themselves or for their partner. All these factors require attention from a clothing
retailer both online or in store as both parties must understand their customer bases in
order to best serve them. The same study also showed one commonality across genders in
online clothing purchases, both men and women are affected by the lack of a third party
opinion when shopping online and this in some instances acted as a barrier. Lamb, Hair,
McDaniel, Boschoff and Terblanche (2004) state that the decision maker in a family
situation is responsible for the decision of whether or not to buy. This can act as a barrier
as their permission must be sought before a buy can take place. Du Plessis and Rousseau
(2003) support this notion and suggest four varying types of decision processes: husband-
dominant, wife-dominant, automatic and syncratic. In the first two scenarios one definite
decision maker exists (the husband or the wife), in the third scenario the decision is taken
individually by either spouse, and in the third scenario the decision is a joint one between
both parties.
Finally it has also been observed that professionals in high positions of employment are
often busy and unable to take time to shop. They therefore favour an online option when it
comes to buying dress shirts appropriate for work. Furthermore the same professionals are
inclined to pay additional sums for the convenience offered and are impressed when
provided with options regarding fit, styling and colour (Brandon 2010).
2.4 Online consumer buying behaviour
2.4.1 What is online shopping (e-commerce)?
The unveiling of the World Wide Web (WWW) in 1989 has opened up new channels and
changed the way people accomplish things, (Pillay and Singh 2010). Pillay and Singh
(2010) further suggest that consumers are able to make purchases from almost anywhere,
including their homes and offices, as consumers are now able to shop with the click of a
button.
17
One of the most prominent benefits provided by the Internet is its ability to link entities all
over the world in real time. It is through this that the Internet is able to empower both
businesses and people alike to interact with one another. E-commerce is the act of buying
or selling both goods and services over the Internet and is restricted only to transactions
that occur over the Internet (Baltzan & Phillips 2009).
Online shopping is therefore a means by which retailers are attempting to utilise
technology to appeal to a wider customer base and spread their market share to potential
customers who would otherwise not have been aware of their product offerings (Pillay and
Singh). It also appeals to people’s need for convenience and assumes that ease of purchase
will increase the probability of their goods being bought. Products are viewed online and
selected remotely before being paid for, mostly by credit card.
2.4.2 Shopping online versus in store
It is largely accepted that most people consider the act of shopping to be a daily routine,
however, with the rapid developments in technology it is an area that has already been
subject to change and is likely to be further influenced in future, (van Staden & Maree
2005).
van Staden and Maree (2005), when commenting on existing literature, agree that studying
the reach of the Internet and other relevant technological advances is important. However,
they suggest consumer experiences to be a neglected area. In their opinion consumers with
unique thoughts, feelings and past experience need to be considered when discussing
online shopping, and not just the application possibilities provided by the Internet. An
example of this exists in Hansen and Jensen’s (2008) research that suggests that men and
women alike are swayed by the lack of a third party opinion when shopping online. This
suggests that people are inclined to seek acceptance from peers and are reluctant to make
decisions alone. On the contrary North, Mostert and du Plessis (2003b) believe that
internet shopping is on the increase and that consumers are going to be drawn in by the
advantages provided in time saving. They suggest both time and cost are saved by buying
online and negotiation of terms is simplified. This should create a positive attitude in the
18
consumer especially if a favourable return policy is in place, it will also do a great deal to
promote online shopping.
Shopping online and shopping in store are not always in opposition of one another. Farag,
Schwanen, Dijst and Faber (2007) note that shopping in store and online can in fact
complement one another. One reason for this could be that online shoppers who hope to
benefit from better prices online yet wish to see and touch the items before buying may go
to a store to do so. While in the store they may be tempted to make impulse, non essential
buys that would not have been made online. Similarly online shopping is benefitted in that
consumer anxiety is reduced as a result of their tangible experience with the product. The
research conducted in this study also showed that online shoppers frequent stores more
often but spend less time in them, implying that they know exactly what they are looking
for and where to find it.
van Staden and Maree (2005) in their observations found that different items face different
hurdles in terms of online buying. Some items are unlikely to be purchased online because
traditionally shoppers are inclined to want to touch/taste/feel the product before
committing to it. Clothing is one such item that presented problems as even experienced
online shoppers were reluctant to buy clothes online. Fresh produce was an area that saw
varied results as traditional shoppers preferred to select their own produce and buy it
themselves while some shoppers were willing to trust the in store staff to complete the
task.
The second stage of Kotler’s five stage buying process is information search, North et al.
(2003b) believe this to be greatly simplified by the Internet as it offers a wealth of
information about products, product features, relative pricing and supplier reliability.
These factors can be considered in real time and a more educated decision made on what
to buy and from whom to buy it.
Geography may be another factor that influences people’s willingness to buy online. An
interesting finding by Farag et al. (2007) was that urbanization has had an impact on the
level of internet shopping conducted. It seems logical that people living in cities will be
more educated and more technologically adept due to their constant exposure. This being
19
the case it stands to reason that online shopping will be more acceptable to urban dwellers
and this is indeed the case, (Farag et al. 2007). Interestingly enough, however, the impact
of urbanization does not cease there. It was found that although urban individuals shop
more online, all else being equal, shop accessibility will also impact on online buying. As
the number of shopping opportunities within a 10 minute cycle distance of the potential
shopper increases so does the positive impact on online shopping decreases, (Farag et al.,
2007).
van Staden and Maree (2005) identified a major perception difference between online
shopping and in store shopping as being that of money saving. Online shoppers believe
that the mass of options and information on the Internet enabled them to look for the best
possible option at the best possible price. An indirect saving was also identified as
shoppers believed that they were able to bypass the buying of non essential items as one’s
focus remains solely on the purchase at hand. However, this also prevents consumers from
progressing as they may be inclined to shop online with intent for a specific product when
in store interaction may have exposed them to new products more suitable to their needs.
2.5 Factors affecting online buying behaviour
2.5.1 Age, socioeconomics and income
Demographics is often used as a divider to differentiate groups of people in order to gain
better understanding and more accurate information on target groups. It is no different
when it comes to the Internet, where it is largely accepted that younger generations are
more likely to be accepting of the new technology and the offerings it can provide.
Farag et al. (2007) found that men and younger people have greater experience on the
Internet and as a result of this familiarity have a more positive outlook when it comes to
internet shopping. This was similarly observed in educated people, where people with
higher levels of education where deemed as having more internet experience and therefore
are more comfortable with online shopping.
20
Studies conducted by North et al. (2003b) have alluded to the fact that online shopping is
more prevalent in certain groups than in others. For instance, it was suggested that
educated people, (i.e. people with university degrees, post-matriculation diplomas, matric
certificates) are more inclined to be Internet buyers. This may be because they are more
technologically savvy than their less educated peers, due their having more access to the
Internet or greater disposable incomes, and this research was said to be in line with that
conducted in the United States of America. The research further indicated that households
with greater incomes were also more prevalent when it came to online shopping, however,
it could be suggested that this is directly related to education and it has already been
established that higher levels of online shopping and education are closely linked (North et
al., 2003c). Another observation by North et al. (2003c) was that online shopping is
appealing to the time conscious individual and individuals who find it difficult to visit
shops. This includes high powered business executives, new mothers, the elderly and
handicapped people. Hernandez, Jimenez and Martin (2010) agreed that older adults were
more active participants in e-commerce. It was found that in spite of technical illiteracy
and difficulties associated with their before their first buy, after becoming familiar with
online shopping and having performed a few transactions their attitudes, perceptions and
behaviour altered in favour of online shopping. This is in contrast with the findings of
Singh (2001). However, further research conducted by Pillay and Singh (2010) revealed
that in the case of more expensive purchases consumers did become more confident in
online retail.
Hernandez et al. (2010) on exploring socioeconomic factors reported the following: they
found that experience gained during the online shopping process by individuals served to
nullify socioeconomic characteristics as variables to explain behaviour. It was suggested
that through their participation in the buying process their behaviour began to evolve, and
what were initially considered important variables diminished in significance when it
came to repurchasing decisions. Behavioural factors rather than socioeconomic factors can
be seen as relevant when determining target markets and exploring online shopping. It
should, however, be noted that the possibility exists that developing countries have lower
education levels and internet access (Goldstruck 2010, cited in Pillay and Singh 2010).
This may serve to reduce technological experience and knowledge which in turn will
reduce the effect of moderating behaviour related to information technology.
21
One major driving force behind comfort with the idea of shopping online is that of
familiarity (Singh 2001). It stands to reason that people with higher levels of education
will have greater access to modern technology and a better understanding of the offers that
it can provide. Young people who grow up using this technology are also likely to have a
higher acceptance level of these offerings and will be more inclined to pursue the benefits
on offer.
2.5.2 The influence of social e-shopping
Social network sites allow people present themselves to others, maintain connections,
establish new connections and articulate socially online. These sites can be used merely
for social use, for guidance and reassurance or for work-related activities (Ellison
Steinfield & Lampe 2007). While age, socioeconomics and income are seen as affecting
online behaviour it is through understanding these behaviours that marketers and retailers
will be able to appeal to the various target markets. Young people active on social
networks like Facebook can be targeted through this medium. Dennis, Morgan, Wright
and Jayawardhena (2010) define e-shopping as the combination of online shopping and
social networking. It was suggested that this form of shopping is able to provide shoppers
with access to reviews, product and fashion information and simplifies the buying process
by providing a great variety of products. E-shopping therefore provides the benefits of
saving time and money associated with online shopping while also providing
entertainment and a third opinion as is the case with traditional in-store shopping. One
limitation of the third party would be that they do not see the purchaser in the item being
purchased, however, it does still appeal to the social aspect of shopping.
E-shopping is seen as being able to fulfil the social aspect of shopping as well as the
functional role. It creates an avenue through which shoppers are able to browse, buy
impulsively, and complete both planned and unplanned activities. It also creates a
conversation point for shoppers further adding to the social value of the activity (Dennis et
al. 2010).
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2.5.3 Internet apprehension and website satisfaction
While social networks and e-shopping are ways in which potential target markets can be
appealed to, this does not account for potential shoppers intimidated by the Internet. The
preceding discussions have placed significant emphasis on the role that experience
working with the Internet plays in easing people’s concerns over online shopping (North,
et al. 2003c). People are social beings who are guided by previous experience and by
experience of those they know and trust as was shown by the positive effect social media
has on online buying. With this in mind it seems essential to know what factors create
apprehension and anxiety in potential users, and what factors will increase their
satisfaction levels when using the services on offer.
North et al. (2003b) noted that consumers who have become loyal to a particular brand or
store expect that when they go online they will be able to find the same store. It is
therefore advisable to maintain the same level of product and services as consumers are
more easily able to form a bond and level of trust with the vendor. The site should also be
set out in such a way that provides familiarity to the consumer and has cues to trigger a
sense of familiarity with the traditional store. This familiarity will induce a positive
attitude in the consumer which Farag et al. (2007), suggest is a characteristic displayed by
online shoppers.
When a shopper is interested or intends to buy an item they place it in their virtual cart or
basket before moving to check out. This is unlikely to occur without there being upfront
product and availability information. Retailers must therefore tailor their sites to provide
this information before customers have to place items in their cart or basket (Close &
Kukar-Kinney 2010). Further observation revealed that consumers are also prone to place
items in their cart or basket even if they do not intend to buy them immediately, thus using
the basket functionally as a wish list for future buys. This information is useful to retailers
as it indicates that cart or baskets must be persistent, where persistent refers to the cart or
basket’s ability to store the selected items between purchases. This will save the customer
time and entice them to buy items previously researched. Finally it should be as simple as
possible once items have been placed in the shopping cart so that consumers can buy items
painlessly making the experience satisfactory. It is this satisfaction that will pave the way
23
for future online transactions. Shoppers, who have a pleasant online experience, where
they quickly and easily get what they want online, are inclined to return to the site and buy
again (North et al. 2003b).
Personal experience can be seen as reducing the perception that technology is intimidating
(North et al. 2003b). Having a site that is user friendly and familiar to the user from the
onset seemingly is the most satisfaction inducing circumstances for the shopper. It is
through this satisfaction that clients will gain further confidence in the service and loyalty
to the product and site.
2.5.4 Risk perceptions
While anxiety and apprehension over online shopping can greatly be attributed to the site
itself and its ease of use, security is another major concern that requires attention (Pillay
and Singh 2010). South African consumers have a relatively high level of concern when it
comes to safety, as a result they are seeking safer options when shopping and in an attempt
to address these concerns shopping centres are having to visibly display security
precautions through visible guards patrolling and closed-circuit television surveillance,
(Jordaan 2002). This has a dual effect as consumers are forced to pay higher prices as a
result of shopping centres overheads being increased, and retailers are forced to
continually update and spend money on security. Online shopping, however, bypass these
security concerns as consumers can shop from the comfort of their living room and have
goods delivered directly to their home or place of business (Pillay and Singh 2010).
van Staden and Maree (2005) describe a scenario where a first time online grocery
shopper was presented with a list of items purchased over the last three months after
merely presenting their credit card number, and this even though the purchases were made
in store! van Staden and Maree continue by suggesting that consumers find it somewhat
unnerving to know that stores, companies and businesses have access to an abundant
information and that this feeling is intimidating and in a sense anxiety inducing.
Although internet shopping bypasses the risk associated with being in public, Singh (2001)
identified security as a major concern for online shoppers. This fear was expressed by
24
apprehension to use credit cards online and fear that goods may never be delivered after
having been purchased. The findings of the study were extremely clear as respondents
showed fear of hackers, did not trust websites and were reluctant to buy products they had
not had tangible contact with (Singh 2001).
North et al. (2003c) suggest that one means to overcome a sense of risk perceived by
online buyers is that the Internet provides access to online testimonials and review of
previous shoppers experience with the various vendors. Dennis et al. (2010) conducted
research that indicates that younger online shoppers are less inclined to buy in to the
promises offered in online marketing but are more likely to believe in real experiences.
These experiences are found online on social networks where peers express opinions and
share views on a variety of topics. This again speaks to the importance of consistency of
products as well as how essential it is to understand the behaviour of one’s target market.
This still does not overcome the hurdle, as identified by van Staden and Maree (2005) that
consumers are unable to touch, taste and smell the item, but it does create piece of mind
over concerns about reliability.
Wagener (2004) identifies credit cards as the preferred method of payment in spite of
many people feeling uncomfortable sharing their credit card information. A further
problem with credit cards is that not everybody has one and this limits the potential market
for online shopping. As a result it is advisable to offer a choice of payment methods, not
only will this broaden the target market, but it will also create a sense of trust between the
customers and the retailers. To increase online shopping websites security needs to be
improved upon, this can be done by (Pillay and Singh 2010):
1. Retailers need to provide secure payment systems that protect both the seller and the
buyer. Paypal is one such payment agency who will ensure online transaction safety.
2. Encryption can be used to protect personal information as it is transmitted over the
Internet.
3. Retails, upon capturing this information, must store it in a secure manner.
4. Guarantees and warrantees can be used to ease the buyers’ anxiety while at the same
time projecting confidence.
25
5. Consumers should be allowed the opportunity to insure their goods during the
purchasing process. Not only will this transfer the risk from the vendor to the buyer
but it will also protect the buyer.
6. Finally a strong relationship with a reliable delivery company is advisable.
2.6 Online buying in South Africa
South Africa suffers from issues such as a lack of education, high crime rates and unequal
distribution of wealth and, these three factors possibly have impact on online shopping in
the country. As stated earlier higher educated, upper income earners are among those most
likely to shop online, and security issues have a significant bearing on confidence to do so,
(North et al. 2003b).
Another problem online shopping faces in South Africa is that a great deal of the
population does not have access to the Internet and therefore regardless of willingness are
unable to shop online, (Singh 2001). It is however predicted that the use of the Internet
will grow in South Africa as education levels increase and the schooling infrastructure
improves. The younger generations will become exposed to technology in their learning
institutions and again in their working environments after graduation, (North et al. 2003b).
Furthermore Goldstuck (2010), cited in Pillay and Singh (2010), has identified Internet
penetration as exceeding 5 million users in 2010 and attributes this penetration to
improved broadband technologies in the country becoming the norm both in business and
at home.
Pillay and Singh (2010), cite a Mastercard survey (2009) as identifying that 80% of
internet users in South Africa shop online with a majority of those shoppers buying
entertainment items such as CDs and DVDs.
North et al. (2003c) in a study exploring the concerns of South African internet shoppers
identified three major concern related to security: seller’s credibility, possible implications
of providing credit card details, and the security of Internet payment methods. South
Africa is relatively new and inexperienced when it comes to the Internet and online
26
shopping in particular, however, people are rather at peace using internet banking. It is this
experience and experience in online shopping that may increase people’s confidence and
aid online shopping, as people’s perceptions improve and attitudes change from
apprehensive to positive.
Webchek (1999 cited in North et al. 2003c), lists the following factors that South Africans
consider before deciding to buy on the Internet: security; reliability; convenience; ease of
finding the product; Internet speed; item price and the ability to make an informed buy.
Again many of these factors are long term fixes that will be assisted by improved
education and equal wealth distribution. Experience with online buying is another area that
will increase activity and retailers should take note of trends noted overseas regarding
simulating the online page to the in store atmosphere, providing varied payment options
and so forth.
2.6.1 Potential for the South African Online clothing market
South Africa as a country is still relatively unspoiled compared to the developed countries
of the northern hemisphere. It is this abundance of space, offering a variety of activities
and an abundance of wildlife that attracts tourist from the world over. In the USA, Adult
Travelers finds shopping to be the most popular activity. Research done by The Shopping
Traveler shows 77 per cent of shopping done by travellers as having most of the money
spent being on clothes and shoes, not on souvenirs (Craft, 2009). This may provide a
potential area for growth as tourists purchasing clothing locally may in future be interested
in capitalizing on the benefits provided by the Internet that enables online buying to take
place anywhere.
2.6.2 Online clothing buying in South Africa
Regardless of income bracket or social status people are able to project an image of who
they are through what they wear. Given that clothing is a representation of a person (van
Eck et al 2004), the fashion implications are immense meaning that consumers have a high
item turnover rate, and dress age appropriately. This information can be used by marketers
27
to target the online market who have been previously identified as young technology
savvy individuals, and time conscious executives among others. Different brands can
therefore target the different target markets through the products they offer, for example a
lounge shirt manufacturer would be wise to target the high powered time conscious
business executive.
In South Africa it has been found that Black adolescents cannot afford to be ignored as a
market segment in the clothing industry. In the past by not attending to this market
potentially profitable opportunities have been forgone, (van Eck, Grobler & Herbst 2004).
General perceptions, about this up and coming segment of the population regarding
branded clothing, is that brands will flourish both among males and females. Unbranded
goods are perceived somewhat less positively, but not to such an extent that their worth
goes unrealised, (van Eck et al. 2004).
One means identified by van Eck et al. (2004) to address this market and appeal to their
need for social appreciation is to gain the endorsement of brands by influential people.
These may include community leaders, idol figures, television personalities and other
trend setters and will serve to uplift the credibility of the brand and increase its appeal,
(van Eck et al. 2004).
2.7 Summary
In order to create an understanding of consumer buying behaviour the term consumer was
defined, after which a psychological perspective was explored with the intention of
providing insight as to why consumers act the way they do. The traditional perspectives
suggested that consumers must fulfil a range of needs and that certain needs are higher
priority than others. Only once these basic needs have been satisfied can a consumer
attempt to attend to higher level needs. It was suggested that consumer buying behaviour
is a complex process and has other external factors acting on it, this led to research on the
effect of branding and customisation on consumer’s perceptions and therefore their buying
behaviour. It was also found that gender plays a role in perceptions and satisfaction levels
and that as a result of this the buying behaviour will differ from males to females. As the
28
research became more refined it became necessary to define online shopping and explore
whether there was any significant differences between online buying behaviour and that of
traditional shopping.
Although need satisfaction remained central to the buying process, online shopping was
seen to face a number of challenges and unique characteristics. These included
apprehension over the technology used, security concerns, the potential loss of the social
experience, concerns over tangibility issues. This however also opened the door to reveal
certain characteristics that some people are more inclined to shop online, (i.e. age,
education levels, and urbanisation). Finally the research came to a point where it explored
online shopping in South Africa and showed how the findings align with research done
elsewhere in some instances and differ in others. The nature of online shopping for
clothing in South Africa showed a distinct gap in the research and it is this gap that will be
addressed by conducting an empirical study. Chapter Three discusses the methodology
that will be employed in conducting the empirical study.
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CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
A review of available literature on the subject, done in chapter two, provided the
foundation for the empirical study to determine various factors around the subject of
online clothing purchasing in South Africa. The aims of the study were also briefly
addressed as consumer buying behaviour was discussed and certain observations regarding
the impact on online buying made clear. This chapter will attempt to provide a clear
understanding of the procedures followed to carry out the empirical study. The research
study is elaborated on from chapter one, research approach and instrumentation are
presented and the choices motivated. Sekaran and Bougie (2010) have identified the
research design as needing to be done in such a way that all required data can be gathered,
collaborated and analyzed so a solution to the research problem can be identified. The
chapter will begin by presenting the research problem before discussing the objectives,
various aspects of sampling, research tools and instruments used to gather information on
online clothing shopping in South Africa.
3.2 Statement of the research problem
In South Africa online shopping faces many challenges which include: limited internet
access, apprehension over ease of use and security concerns. One major concern specific
to the online clothing industry, is that identified by van Staden and Maree (2005), who
identified that certain products (clothing among them) are less inclined to be brought
without a tangible interaction with the product. One way to combat this may be to
incentivise shoppers with greater offerings, such as customisation, buying incentives and
price advantages.
30
Dennis, et al., (2010) believe e-shopping to be the key. The access to reviews as well as
product and fashion advice simplifies the shopping experience while at the same time
providing the consumer with reliable opinions from peers. Apart from appealing to both
money and the time conscious shoppers this also provides a social arena to complete the
shopping experience. The problem facing potential online clothing vendors is the
identifying what consumers perceive as good value and what factors may exist to convince
them of these factors for a particular site.
Based on the above, the following questions can be seen as the foundations for the study to
follow:
1. What is the profile of an online clothing shopper in South Africa?
2. What patterns do these online shoppers follow?
3. Will increasing the offerings available affect online shoppers’ buying
behaviour?
4. Can social networks influence online shoppers’ buying behaviour?
Given the research questions above, it is now possible to indicate what the aim of the
research.
3.3 Aim and Objectives of the study
3.3.1 Aim
The aim of this research is to profile online clothing shoppers in South Africa and to
identify potential aspects that may serve to increase the market potential for vendors. This
will be done by assessing the impact of social networks, customisation and understanding
why some products may be more likely to be purchased than others. To achieve this aim
the following objectives have been formulated.
31
3.3.2 Objectives
• To create a profile of online clothing shoppers in South Africa.
• To determine online clothing shopping patterns.
• To determine what would encourage people to purchase online.
• To establish the impact social networks can have on online clothing shopping.
• To establish whether customization can affect clothing online purchases.
3.4 Focus
The study will focus on internet users in South Africa, specifically those active on social
networks. It will determine a profile for online clothing shoppers and attempt to identify
the effect of customisation, social networking, product category and price. The study will
be restricted to the social network, Facebook, as this will aid in the objective of identifying
the role social networks can have on online buying, furthermore, online shoppers are
internet users and therefore using the internet as a medium to distribute the questionnaire
is appropriate. The study is also restricted by time constraints and specifying the medium
will assist in ensuring its timely completion.
3.5 Sampling
Sekaran and Bougie (2010) suggest that surveys are useful, powerful methods of data
collection that empower researchers to find answers to unanswered questions through data
collection techniques and analysis. These surveys however must be targeted at the correct
population, otherwise they can be more counter productive in that they may be more
harmful than useful. The selection of the correct individuals from the entire population is
known as sampling, (Sekaran & Bougie 2010). This sample group must be small enough
that the researcher is able to accurately withdraw the relevant information in a reasonable
timeframe from them, while still being representative of the entire population. The sample
will, in almost all instances, not be a 100 percent accurate representation of the population
32
but in cases where the sample is correctly chosen the results will be acceptable for
generalization. It is for this reason that the selection of the sample group is of extreme
importance (Lind, Marchal & Wathen 2010).
Two types of sampling have been identified by Sekaran and Bougie (2010): probability
sampling and non-probability sampling. Probability sampling is defined by Lind et al.
(2010) as a sample of items or individuals from a population, chosen in such a way that
each member has a chance of being included in the sample. Non-probability sampling by
contrast is when certain members or elements of the population have zero chance of being
included in the sampling (Sekaran & Bougie 2010). An example of this would be if one
were to use the social medium of Facebook as a distribution channel for a questionnaire,
anyone not on Facebook would have a zero chance of being included in the research.
Castillo (2009) describes snowball sampling as a non-probability sampling technique used
by researchers to identify potential subjects where they may otherwise be hard to come by.
Gray (2004) similarly describes snowball sampling as being a sampling method where the
researcher identifies a small number of possible subjects and approaches them. After
collecting the data from these subjects the researcher is then referred to further subjects by
the initial sample group. In the case of Facebook security settings restrict access between
users to protect individuals’ privacy. For this reason snowball sampling can be considered
appropriate as respondents will be able to suggest and inform other potential respondents.
In the study presented the objectives are aimed toward information surrounding online
purchasing behaviour and as such it is unnecessary to view the responses of individuals
without internet access, as would be the case if convenience sampling were to be used.
Purposive sampling will ensure that all data collected will be rich and should provide
insight into the issues identified as greatly important to the study. Exponential non-
discriminative snowball sampling, (Castillo 2009), is when the respondents pass on the
survey to other potential respondents who in turn pass it on to further potential
respondents. The key element in non-discriminative sampling is that there is no restriction
on which the survey can be distributed to as is shown in Figure 2.1.
33
Figure 2.1 Non-Discriminative Snowball sampling
Source: Adapted from Castillo (2009).
3.5.1 Advantages of Snowball sampling
Castillo (2009) on snowball sampling has identified the following two advantages:
Respondents are able to pass on the survey to other potential respondents. This enables
researchers to approach populations otherwise difficult to access, whether it is a result of
circumstances or rarity of the population. A by-product of this is that the process is
relatively inexpensive, simplistic and quick as only a limited amount of planning is
required and only a small initial sample is needed and much of the onus for extending the
sample size is passed on to the respondents.
3.5.2 Disadvantages of snowball sampling
Castillo (2009) by the same token accepts that snowball sampling is not without fault and
suggests the following possible failings of this sampling method:
34
Researchers are required to place a great deal of trust in the respondents and their
participation, resulting in limited control from the researcher’s perspective. Following this
the limited control will also affect the representativeness of the study as the researcher is
unlikely to know the true distribution of the survey and therefore will be uncertain as to
the extent results may be generalised.
The study is further compromised due to sampling bias as respondents will have a
tendency to nominate people they know and like as potential future respondents. This
creates the risk that all respondents will share similar traits and opinions.
It is possible that drawing conclusions beyond the actual sample may be difficult (Maylor
and Blackmon, 2005) in the case of snowball sampling, however, the study is concerned
with online users and social network users making snowball sampling a useful method.
With snowball sampling having been selected the next step that remains is to determine
the sample size.
3.6 Sample size
Sample size is a major concern when designing any statistical study, if the sample size
selected is too large there will be additional expenses incurred by the researcher and if the
sample is too small the results will not be accurate, making the conclusions drawn
inaccurate (Lind et al. 2010). Determining the sample size can therefore be based on the
degree of accuracy deemed acceptable to those implementing the research. Saunders et al.
(2003) on deciding suitable sample sizes believes that a compromise must be reached
between the accuracy of the findings and the amount of time and money spent collecting,
checking and analysing the data. Also of importance is the size of the population from
which the sample is to be drawn.
Krejcie and Morgan (1970) cited in Sekaran and Bougie (2010), have simplified the
process of determining the sample size by creating a table that researchers can use to
determine the sample size required for their study. Before the table complicated formulae
were used to reach the same result. In the case of conducting a study on Facebook one
must simply determine the number of Facebook users, which will be used as the
35
population, and follow the table to determine the number of potential respondents
required. Facebook in South Africa currently has approximately three and a half million
users in South Africa (the population) which according to the table means that a minimum
384 potential respondents (the sample) must be reached. Although response rates may be
typically low in this form of questionnaire distribution Sekaran and Bougie (2010) have
stated that a response rate of 30% is acceptable meaning that 116 responses will be
sufficient for analysis.
3.7 Data collection approach
There are various methods by which data is able to be collected, each with their own
merits. Of important is to match the correct data collection technique with the study so that
the findings will have maximum relevance (Sekaran & Bougie 2010).
Qualitative data can be collected by various means, including: secondary data, interviews,
questionnaires, unobtrusive measures, focus groups and the observation of behaviour and
or events (Gray 2004). Sekaran and Bougie (2010) believe answers broad in nature, are
characteristics of qualitative research. Given the methods of collection it is therefore time
consuming but the information collected can be relatively rich and provides a great deal of
depth into the research topic. Quantitative data on the other hand is generally gathered
through structured questions that provide insight through analysis of numerical values and
statistical relationships, (Sekaran & Bougie 2010). Goddard and Melville (2005) describe
the difference between qualitative and quantitative data as being that qualitative data deals
with values that fall into categories while quantitative data has numerical values.
Quantitative data analysis is seen as the most appropriate for a study seeking to determine
profiles and predict behaviour using statistical analysis of the survey data (Gray 2004).
Both quantitative and qualitative approaches are available to be used for this study and the
various methods available to each of them. However, this study will use a questionnaire
that will be distributed electronically using Facebook to gather the data relevant to the
objectives and research questions. The reasons for this selection are the ease of
distribution, the cost effectiveness of this methodology and the low probability of error
36
given the use of Questionpro. The major disadvantage of this approach is that the
respondents are limited to those people with internet access, however, given that the study
explores online behaviour it is reasonable to exclude the responses of those unable to
participate on this basis.
3.8 Data collection instruments
Today surveys are one of the most common and widely accepted methodologies by which
researchers are able to collect information used to describe, compare and explain
behaviour and events (Gray 2004). As discussed earlier this data can be collected in
various ways including: observation, interviews, questionnaires and unobtrusive measures.
Maylor and Blackmon (2005) identify interviews as one of the most common techniques
used for business and management research, where an interview is defined as asking
someone questions directly. Gray (2004) elaborates on this definition by stating that an
interview is a conversation between people in which one person has the role of being the
interviewer or researcher. The person conducting the interview will often have a
predetermined set of questions on hand for the interview as in the case of a structured
interview. Goddard and Melville (2005) suggest one area where the interview is preferable
to a questionnaire as being when the respondents are unable to read or write. They then
continue by stating other advantages as being that the researcher can ask for clarity from
the respondent when responses are unclear and can follow up on interesting answers.
Gray (2004) defines questionnaires as a research tool in which the respondents are asked
to complete the same set of questions in the exact order. Gray (2004) continues by
describing questionnaires as being ideal in situations where the sample is relatively large
and where standardized questions are needed. This will provide the platform for an
analytical approach that explores the relationships between variables. A questionnaire has
the advantage of being flexible in its application, meaning that respondents can complete it
at a time suitable to them and are also not inhibited when answering sensitive questions
(Goddard and Melville, 2005).
37
Goddard and Melville (2005) expressed concerns with interviews, suggesting researchers
may be inclined to direct the answers of their respondents. However, questionnaires are
susceptible to the same vulnerability in instances where the researcher has not constructed
the questionnaire appropriately. Sekaran and Bougie (2010) believes that problems
researched using the appropriate methods will positively impact the value of the research,
while those where an inappropriate method is used will result in questionable reliability
and accuracy.
The appropriate research for this study is a quantitative survey as it will answer questions
about relationships among the identified variables measured. This will lay the foundation
for behavioural explanation and prediction with regards to the respondents. As the sample
is relatively large, i.e. 384 potential respondents, the use of an electronic questionnaire is
appropriate. Respondents are therefore required to be literate, have internet access and due
to the use of Facebook be active on social networks. As the study is exploring online
shopping behaviour these limitations are not unacceptable. The research tool selected is
therefore a questionnaire and will be discussed further in the next section.
3.9 The questionnaire as a research tool
A questionnaire is a list of questions provided to the respondent by the researcher that
respondents are required to answer, (Goddard and Melville 2005). Sekaran and Bougie
(1992) defines a questionnaire as a pre formulated set of written questions that respondents
must record their answers to and believes them to be at their maximum efficiency when
the researcher knows what is required and how the variables of interest will be measured.
Gillham et al. (2000), cited in Gray (2004), point out some of the inherent advantages
provided by questionnaires:
They have a low time and money cost attributed to them.
Data inflow is quick and from a great variety of people.
Completion of the questionnaire can be done at a time and venue convenient to the
respondent.
38
Data analysis done on closed questions can be coded quickly and is relatively simple.
Anonymity of the respondents can be relatively easily guarded.
Interviewer bias will be minimized as respondents are not influenced by mannerism and
emphasis of the interviewer.
It should also be noted, however, that questionnaires have their limitations in that
respondents may find it easy to decline to answers resulting in a low response rate and the
findings could be inaccurate. To add to this, misinterpretation of questions is also possible
and unable to be clarified by the researcher (Gray 2004).
Sekaran and Bougie (2010) list two means to distribute questionnaires: personally
administered and mail questionnaires. Personally administered questionnaires are confined
to a specific area making the results an accurate indication of those respondents but
generalisation inaccurate. The respondents will however have the researcher on hand to
clarify points of confusion and with the researcher present, the response rate is likely to be
higher than if they were mailed. Mail distributed questionnaires on the other hand are able
to cover an extensive geographical area, while also providing greater flexibility to the
respondents (Sekaran and Bougie 2010). The disadvantage is that responses are lower in
mailed questionnaires and doubts of the respondents are unable to be clarified. The low
response rate can however be countered by follow up letters and reminders as well as
efficient questionnaire design.
For this study an electronic questionnaire method is effective as it has a wide reach
accessing a broad target population, it is inexpensive as the sending out of the
questionnaires is free and if the questionnaire design is appropriate will provide high
quality data. Furthermore, the electronic submission and responses act to increase the
response rate as the potential respondents will already be on the internet and can submit
their responses immediately. Follow up letters and reminders will also be relatively easy to
send electronically. Responses will also be able to be easily quantified, analysed and
summarised through computerised spreadsheets and other available technology.
39
3.10 Questionnaire design
The questionnaire design process is focused on three primary areas: principles of wording,
the planning of issues (how the variables will be categorised, scaled and coding of
responses), and the general appearance of the questionnaire, (Sekaran and Bougie, 2010).
These issues are of extreme importance in questionnaire design as, when handled
correctly, they serve to minimize bias in the research. A further important element to
consider in questionnaire design is that of confidentiality of the respondents. To provide
this the questionnaire kept social and demographic questions to a minimum, thereby
restricting the amount of personal information required.
The questionnaire was based on the research conducted in Chapter Two of the study and
aims to try to provide information on the gap identified in the existing literature. The
questionnaire aims to: profile online clothing shoppers in South Africa, determine clothing
shopping patterns, identify factors that may entice people to conduct online shopping, to
gauge the impact of social networks on online shopping and the impact of customisation.
To accomplish this, the questions were designed to begin by questioning broad topics
before refining the search to greater detail.
Accompanying the questionnaire was a cover letter that explained the purpose of the
questionnaire (Appendix 1). The questions were then asked in a closed-ended manner
meaning that respondents were required to select an option from a predetermined set of
alternatives (Sekaran and Bougie 1992).
As the distribution of the questionnaire was done electronically, it was decided that
closed-ended questions were most appropriate as this with the use of simple language
made for easily understood questions minimising error. It was further decided that clear
instructions and a limited number of questions would serve to prevent boredom and
maintain the interest of the respondents. Careful attention was also paid to the order of the
questions as in some instances the preceding questions may influence the answers of the
latter questions. Short questions were also opted for to maintain attention and reduce
misunderstanding (Sekaran and Bougie 1992).
40
3.11 Questionnaire pretesting and validation
Once a questionnaire has been finalised it is important to take steps to ensure that it will
serve the purpose for which it was intended, for this reason pretesting is an important step
to be taken. Once the pre-test has been distributed and the results collected the researcher
will be in a position to establish the validity of the test.
3.11.1 Pretesting the questionnaire
Pretesting involves distributing the questionnaire to a limited number of respondents to
test appropriateness of the questions and comprehension of the responses (Sekaran and
Bougie 2010). The primary purpose of the pretesting of a questionnaire is to ensure that
any problems can be identified and corrected before distributing the questionnaire. It will
assist in ensuring that respondents understand what questions are asking and the length of
the questionnaire is adequate (Maylor and Blackmon 2005). It will also allow the
researcher to evaluate whether instructions will be adequately followed, if distribution and
returning of the questionnaire is practical and whether or not the data is able to be easily
input into the necessary spreadsheets for evaluation.
The pre-test for this study was done as follows: a draft questionnaire was initially
distributed to a group of potential respondents who provided feedback before the
necessary amendments were made. Following this the questionnaire was distributed to a
small pilot group of MBA students to establish the appropriateness and suitability for the
target population. The pilot test consisted of having the electronic questionnaire
distributed by means of e-mail to a focus group of 16 students and the supervisor to ensure
that understanding and interpretation was achieved in line with the goals of the study. The
pre-test process was done online as would be the case when the final questionnaire was to
be distributed. Following the recommendations from the focus group the necessary
refinement and rephrasing took place.
41
3.11.2 Validation of the questionnaire
On referring to validity of a questionnaire, Goddard and Melville (2005) defined the term
validity as meaning that the measurements are correct and that the instrument measures
that which it is supposed to and does so correctly. Gray (2004) stated that in order to
achieve validity it is essential for the researcher to first identify the content that the
research intends to cover. Goddard and Melville (2005) continued by describing reliability
as meaning that the measurements taken are consistent with one another and were the
same experiment to be conducted elsewhere under the same circumstances the results
would be the same. Sekaran and Bougie (2010) have grouped the various types of validity
tests into three broad categories: content validity, construct validity, and criterion-related
validity. For the purposes of this study only content and construct validity will be
discussed.
Content validity is when an estimate of the extent a research tool takes items from the
subject (Gray 2004). Plainly put content validity is achieved when the measure includes an
adequate, representative set of subjects that address the idea or concept being tested
(Sekaran and Bougie 2010). The feedback received in the pretesting phase of the
questionnaire content validity appeared to be met when investigating online clothing
purchases in South Africa.
Sekaran and Bougie (1992) described construct validity as testifying to how well the
results from a particular measure fitted into the already existing theories around which the
test was designed. Gray (2004) simplified the explanation of construct validity, he
explained that the extent to which the instrument measures the theoretical concept, or
construct, under investigation is the degree to which it has construct validity.
3.12 Administration of the questionnaire
Gray (2004) stated that in order for a questionnaire to be effective it is not enough for it to
merely be well designed, it must also be administered with care in an attempt to maximize
42
the response rate. The following are a few means by which questionnaires can be
administered, (Gray 2004):
Table 3.1 – Representation of questionnaire administration methods
Method Advantages Disadvantages
Postal questionnaires Inexpensive.
Covers a wide geographical
area.
Respondents can complete
them at their leisure.
Respondents can ponder their
responses at length.
Respondents can remain
anonymous.
Answers are likely to be
honest as there is no one to
impress.
Timeous distribution and
returns.
Onus is on the respondent to
return the questionnaire giving
rise to low response rates and
affecting the ability to
generalise answers.
Questions cannot be
excessively elaborate or
require complicated answers
as it potentially creates
confusion.
It is assumed that respondents
are educated and literate
giving rise to response bias.
Delivery and collection
questionnaires
Contact between the
researcher and respondents
may increase the response rate.
More costly than postal or
online questionnaires.
Time consuming.
43
Method Advantages Disadvantages
Online questionnaires Instant distribution.
Easy to return to the
researcher.
Respondents have anonymity
and will therefore be less
inclined to produce socially
desirable responses.
Possibly considered spam.
Difficult to control who
responds to the survey
potentially creating a form of
bias.
Web addresses may require
passwords that will then act as
a barrier to the respondent.
Structured interviews Higher response rates.
Questionnaires can be
difficult, time consuming and
costly.
Provide for open ended
questions and detailed
responses.
Expensive as they require
intensive face-to-face time
between respondents and
researchers.
The interviewer can influence
responses through their actions
or through the respondents
hope to provide socially
desirable responses.
44
Method Advantages Disadvantages
Telephone questionnaires Allows respondents from a
wide geographical area to be
approached.
Response rates are relatively
high.
Interaction between
respondents and researchers
assist with increasing response
rates.
Potential respondents can be
approached at different times
of the day and throughout the
week.
Responses are instant.
Questions must be short and
fairly simple.
Response choices limited and
uncomplicated.
The questionnaires were administered by means of: Facebook. Reminders were then sent
periodically using the same channels as the questionnaire in an attempt to increase the
response rates (Gray 2004).
3.13 Data capturing methods
The survey for this study was hosted on QuestionPro, an online survey hosting site. The
choice to use an electronic questionnaire was primarily based on the fact that one of the
characteristics required by a respondent was Internet access which is the basis for this
study.
There was no capturing as required responses were captured as the survey was answered.
45
3.14 Data analysis methods
Gray (2004) suggests that before data can be analyzed it first has to be ‘cleaned’, which is
to say it must be checked for obvious errors. Following this standard editing and coding
procedures were used to allow the data to be reduced to a manageable amount using
summaries, finding patterns and applying statistical techniques. Gray (2004) describes
independent variables as being those variables that affect the dependent variables. The
independent variables in the study relating to online clothing purchases are as follows:
age, race, gender and internet access of respondents.
By contrast dependent variables are those variables that are the subject of the research.
The dependent variables of the study include:
the influence of: online shopping on traditional purchases, the benefits and costs of online
purchasing on consumers, and the impact of social networks on online purchasing
behaviour.
3.14.1 Analysis and presentation of data
Maylor and Blackman (2005) advise the use of specialised statistical software programs to
analyse data. This study deals with quantitative data and for convenience and in an attempt
to ensure accuracy Statistical Package for the Social Sciences, (SPSS) will be used in data
analysis. The study will use exploratory data analysis techniques: frequencies, central
tendencies and measurements of dispersion.
Frequency counts are described by Maylor and Blackman (2005) as a compact way in
which to present information from a questionnaire in a summary form. The results can be
shown in a table, diagram or graph which will enable anyone observing the findings to
draw conclusions. The same is true for the other exploratory techniques, central tendencies
and measurement of dispersion and as well as visual displays numerical summaries of
location, spread and shape will also be incorporated.
The study will then serve to challenge the theories and concepts presented in the literature
review, it will also attempt to identify relationships that may exist between dependent and
46
independent variables. The study will consequently aim to explain consumer behaviour
specifically in the online clothing industry in South Africa.
Once collected the data was organised, in order to provide value, into meaningful
categories. Simple tabulation, cross tabulation and summaries highlighting the relevant
responses will be the focus for the data analysis. All collected data will be analysed
statistically using the SPSS and presented in the chapter to follow using both descriptive
and inferential statistics. All analysis will be done in accordance with the 5 objectives
identified at the beginning of the chapter.
Both frequency and central tendency statistical techniques are presentation methods
associated with descriptive statistics. In the use of inferential statistics T-Test and Pearson
correlation methods will be implemented.
All questionnaires were completed by respondents online using QuestionPro, the
questionnaires were then coded online as QuestionPro provides some statistical and
reporting tools to report the results. Analysis will therefore initially use tools available
from QuestionPro before further analysis using SPSS for final presentation.
3.15 Summary
In this chapter the research methodology was discussed. This detailed the research design
used, sampling methods and the data collection instrument. To begin with the research
problem was discussed and then stated, following this the aims, objectives and focus of the
study were detailed. The population was identified as South African residents with internet
access before the sample population was restricted to Facebook users resident in South
Africa. The distribution of the questionnaire to this sample group was done using snowball
sampling on Facebook. The research tool instrument and data collection method was
therefore done as an online questionnaire and the reasons for this choice were provided in
the chapter. Finally the procedures and techniques used for analysis in the study were also
specified. Chapter four will present the data obtained from the respondents.
47
CHAPTER FOUR
PRESENTATION AND DISCUSSION OF RESULTS
4.1 Introduction
Chapter four serves to present the data gathered, as per the research methodology
described in the previous chapter, from the respondents. Two hundred and eighty-nine
subjects participated in the study and of those two hundred and sixty-four completed the
questionnaire representing a 91% completion rate. Data received from incomplete surveys
was analyzed only for the questions that were answered both: correctly, and accurately
while still proving valuable in meeting the objectives previously described. The average
time taken to complete the survey was five minutes. The results will be presented as
follows: they will be set out in two sections where the first will discuss the demographic
profile of the respondents in relation to their online clothing buying behaviour and the
second will present an analysis of the data in terms of the study’s objectives.
4.2 Demographic profile of the respondents
The questionnaire was designed in such a way that information regarding the respondents’
demographic information would be made available. It was of importance to the researcher
that an understanding of the respondents’ online buying behaviour relative to their: age,
gender, race, marital status, and employment back round were achieved.
48
Table 4.1 Demographic profile of respondents
Demographics Percentage
Age
Younger than 20 0
20 - 24 6
25 - 29 53
30 - 34 27
35 - 39 4
40 - 44 2
45 - 49 1
50 - 54 0
Older than 54 7
Gender Male 55
Female 45
Race
Black 8
White 80
Indian 8
Mixed 2
Other 2
Marital Status
Married 42
Divorced 3
Widowed 0
Single 54
Employment Status
Student 3
Part time employed 3
Full time employed 80
Other 14
Monthly Income
R5 000 or less 6
R5 001 - R10 000 9
R10 001 - R15 000 12
R15 001 - R20 000 12
R20 001 - R25 000 15
> R25 000 46
49
Table 4.1 illustrates that the majority of the respondents were White, males belonging to
the category 25-29 years of age. Furthermore the majority of these respondents were
employed full time earning in excess of R25 000.00 per month as middle and senior
managers.
4.3 Internet behaviour of the respondents
The central theme of this study focused on two key areas: the first was access to the
internet, and the second involved willingness to shop online. In an attempt to gain an
understanding of these variables respondents were asked for how long they had, had
internet access and whether or not they had previously made an online purchase.
4.3.1 How many years have respondents had internet access
Figure 4.1 Length of time respondents had internet access
1 2 3 8
86
0
10
20
30
40
50
60
70
80
90
100
<1 1 to 2 3 to 4 5 to 6 > 6
Perc
enta
ge
Years
50
Figure 4.1 Illustrates that the majority of respondents had internet access for a period of
longer than six years. The results are no doubt influenced by the fact that in order to
participate in the survey respondents were required to have internet access, however, it is
clearly evident that the longer the period the greater the number of respondents with
internet access.
4.3.2 Respondents who had made online purchases
Figure 4.2 Participation in online purchasing
In responding to whether or not they had made online purchases of any kind 70% of the
respondents confirmed that had done so, leaving only 30% of respondents who had never
before made an online purchase.
51
4.4 Analysis of Objectives
The section to follow sets out to analyse the collected data against the relevant objectives
identified in chapter three. The questions analysed in this section varied in that some
questions allowed respondents to select more than one option while others limited
respondents to only one response. Cross tabulation was also used to identify relationships
between the variables.
4.4.1 Objective one: To create a profile of online shoppers in South Africa
Questions 2; 3; 4; 7; 8; 10; 17 (see Appendix 1) were constructed and analysed to meet
this objective.
4.4.1.1 Age of online clothing shoppers
Table 4.2 The relationship between age and online clothing shopping.
Have you ever purchased clothing online
Age Yes % No %
Younger than 20 0 0
20 - 24 2 1
25 - 29 21 33
30 - 34 13 16
35 - 39 2 2
40 - 44 0 2
45 - 49 1 0
50 - 54 0 0
Older than 54 2 5
52
Table 4.2 shows that the only category where more respondent had made online clothing
purchases than those that had not was between the ages of 20 – 24. This shows that a great
deal of apprehension still surrounds online clothing shopping.
4.4.1.2 Gender of online clothing shoppers
Table 4.3 The relationship between gender and online clothing shopping.
Have you ever purchased clothing online
Gender Yes % No %
Male 25 35
Female 16 24
In table 4.3 gender and online clothing purchases of respondents were compared. The table
shows that in both males and females the majority of respondents had never shopped for
clothing online.
4.4.1.3 Race of online clothing shoppers
Table 4.4 The relationship between race and online clothing shopping.
Have you ever purchased clothing online
Race Yes % No %
Black 1 4
White 34 50
Indian 5 4
Other 1 1
In comparing race and online clothing shopping it is evident from table 4.4 that the race
category described as “White” had the highest proportion of online shoppers with 34%.
Indians (5%) had the next highest proportion of respondents who have taken part in online
clothing shopping.
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4.4.1.4 Employment status of online clothing shoppers
Table 4.5 The relationship between level of employment and online clothing shopping.
Have you ever purchased clothing online
Which employment level best describes
you Yes % No %
Non management employee 10 14
Junior manager 5 9
Middle manager 12 17
Senior manager 13 20
Table 4.5 shows that little notable difference between: position within the organization,
and respondents having previously purchased clothing online. Senior managers and middle
managers were the most frequent with 13% and 12 % respectively. Following this was:
non management employees with 10% and junior managers with 5%.
4.4.1.5 Monthly income bracket of online clothing shoppers
Table 4.6 Relationship between income bracket and online clothing shopping
Have you ever made an online clothing purchase
Please specify you monthly
income Yes % No %
R5 000 or less 1 2
R5 001 - R10 000 1 5
R10 001 - R15 000 5 7
R15 001 - 20 000 7 6
R20 001 - 25 000 8 8
> R25 000 18 32
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Table 4.6 illustrates that respondents earning R25 000 per month have the greatest
frequency of having participated in online clothing shopping (18%), this was then
followed by respondents earning between R20 001 and R25 000 per month with a
frequency of 8%.
4.4.1.6 Relationship between monthly clothing expenditure and potential online monthly
clothing expenditure
Figure 4.4 Respondents monthly clothing expenditure
Figure 4.4 reflects the relationship between the amount of money respondents currently
spend on clothing monthly and what they might spend online. The table shows that
whether shopping online or not the majority of respondents would spend R1 000, or less,
per month on clothing. However, a trend does seem to exist when presented with the
option of shopping online. There is an increase in the percentage of respondents who will
spend R1 000 or less while all other categories remain the same or see a decrease in the
monthly expenditure. This may be attributed to people’s scepticism with regard to online
shopping.
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32
10 3 1 1
63
26
7 3
0 1 0
10
20
30
40
50
60
70
< R1 000 R1 001 - R2 000 R2 001 - R3 000 R3 001 - R4 000 R4 001 - R5 000 <R5 000
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In store monthly spend Online monthly spend
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4.4.2 Objective two: To determine online clothing shopping patterns
Questions: 13 and 14 as set out in were analysed to meet this objective.
4.4.2.1 Formal versus informal clothing purchases made online
Figure 4.5 Relationship between formal and informal online clothing purchases
Figure 4.5 shows that the vast majority of online clothing purchases were made on
informal clothing, 80%, leaving only 20% of clothing purchases made on formal clothing.
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30
0
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30
40
50
60
70
80
Formal clothing Informal clothing
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4.4.2.2 Items previously purchased by online clothing shoppers
Figure 4.6 Frequency of items purchased online
The results in Figure 4.6 show what items of clothing respondents had purchased online
before. The greatest frequency was for shirts with 37% followed by shoes with 29%. Suits,
a relatively expensive purchase, were the least frequently purchased with only 1%.
37
29
15
10 8
1 0
5
10
15
20
25
30
35
40
Shirts Shoes Jackets Jerseys Trousers Suits
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4.4.3 Objective three: Attitudes toward online clothing purchases
In analysing the data relating to what people’s attitudes toward online clothing shopping
was the questions: 15; 16; 17 were analysed.
4.4.3.1 Would you consider buying clothing online in future
Figure 4.7 Attitude toward repurchase of clothing online
Of the respondents who had taken part in online clothing shopping, the majority of (73%)
of them would consider buying clothing online again in future. This is illustrated in Figure
4.7.
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4.4.3.2 What items would you consider buying
Figure 4.8 Online repurchase preferences
Figure 4.8 shows respondents who had both: participated in online shopping and would
consider doing so again in future, and what items they would consider buying. The figure
shows that shoes (24%) were the item most likely to be purchased, closely followed by
shirts (23%), while suits (6%) was, once again, the item least likely to be purchased.
24 23
20 19
8 6
0
5
10
15
20
25
30
Shoes Shirts Jerseys Jackets Trousers Suits
Perc
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4.4.3.4 Reasons not to buy clothing online in future
Figure 4.9 Deterrents from online clothing purchases
Figure 4.9 shows that 36%, the majority of respondents not willing to purchase clothing
online, were unwilling to do so due to sizing and fit concerns. Other notable issues were:
inability to touch/feel the items before purchase (26%) and quality concerns, (20%).
Addressing these concerns would impact on people’s perceptions of the product being
purchased and simplify the buying process.
36
26 20
7 7 2 1 1
0 5
10 15 20 25 30 35 40
Perc
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4.4.4 Objective four: To establish the impact social networks can have on online clothing
shopping
4.4.4.1 Social network feedback increases my confidence when buying online
Figure 4.12 Social network feedback’s ability to assist online purchases
When asked if social network feedback increases respondents’ confidence when buying
online, a 46% majority responded neutrally, while 29% responded that they agreed.
Further responses are illustrated in Figure 4.12.
6
13
46
29
6
0
5
10
15
20
25
30
35
40
45
50
Strongly disagree
Disagree Neutral Agree Strongly agree
Perc
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4.4.4.3 When purchasing online do you seek advice on social networks
Figure 4.13 Use of social network feedback in online purchasing decision
Figure 4.13 show a majority of 38% of respondents never seek advice on social networks
prior to making online purchases. By contrast only 2% of the respondents responded that
they always seek advice on social networks prior to making a purchase.
38
22 19
7
2
12
0
5
10
15
20
25
30
35
40
Never Rarely Sometimes Usually Always I don’t make online purchases
Perc
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4.4.4.4 What feedback would you be interested in reviewing from your social network
Figure 4.14 Relevant social network feedback
Figure 4.14 shows that 24% of respondents were interested in reviewing feedback
regarding the quality of the goods. Reliability is the next most sought after feedback with
21% and then: fit (16%), security issues (16%), user friendly (14%) and finally variety
with 9%.
4.4.5 Objective five: To establish whether customisation can affect online clothing
purchases
Questions: 2; 3; 4; 20; 21; 22 were analysed in an attempt to establish whether
customisation can affect online clothing purchases.
24
21
16 16 14
9
0
5
10
15
20
25
30
Quality Reliability Fit Security issues
User friendly
Variety
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4.4.5.1 Relationship between age and inclination to buy customised clothing online
Table 4.7 Age and attitude toward customised clothing
Would you be more inclined to buy clothing online if it were
customised
Age Yes % No %
Younger than 20 0 0
20 - 24 4 1
25 - 29 42 12
30 - 34 22 5
35 - 39 2 2
40 - 44 1 1
45 - 49 1 0
50 - 54 0 0
Older than 54 3 4
As can be seen from table 4.7, customisation is viewed positively as a whole. In all age
categories, with the exception of 50-54 years, respondents were inclined to increase or
maintain the amount of clothing purchased online where customisation was on offer.
4.4.5.2 Relationship between gender and inclination to buy customised clothing online
Table 4.8 Gender and attitude toward customized clothing
Would you be more inclined to buy clothing online if it were
customised
Gender Yes % No %
Male 45 10
Female 30 15
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In the case of both males and females alike respondents were more inclined to buy
clothing online if it were customised, this is clearly shown by table 4.8. The table also
shows that males place a greater value on customisation than do females with, 45% of
males being more inclined to buy customised clothing whereas only 30% of females are of
the same opinion.
4.4.5.3 Relationship between race and inclination to buy customised clothing online
Table 4.9 Race and attitude toward customized clothing
Would you be more inclined to buy clothing online if it were
customised
Race Yes % No %
White 61 20
Black 7 2
Mixed 4 0
Indian 3 3
All race groups showed an inclination toward purchasing customized clothing online.
Indians showed the least variance when presented with the option of customization as they
displayed an equal split between those more inclined to purchase clothing online as a
result of customization and those not more inclined to do so. Whites showed an alarming
improvement in their attitude toward online clothing purchases when presented with
customization options as can be seen by 61% of respondents reacting positively.
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4.4.5.4 What would you consider the most important customisation options?
Figure 4.15 Value assigned to customisation options
Figure 4.15 shows which customisation options were perceived as being most important.
Responses were only drawn from those respondents who were more inclined to buy
clothing online if it were customised. Of these respondents 39% of the respondents regard
garments being made to measure as being the most important customisation option.
39
28
22
11
0
5
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15
20
25
30
35
40
45
Made to measure Styling options Material options Trimming/Contrast options
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4.4.5.5 Would you be willing to pay a premium for customised clothing
Figure 4.16 Respondents’ price sensitivity to customised clothing
Of the respondents willing to buy clothing online if it were customised, an overwhelming
majority, (80%), were willing to pay a premium for the service. This implies a great deal
of value being attributed to the service.
4.5 Summary
This chapter presented the results that were obtained from participants in the study.
Analysis of the data revealed that information, regarding all 5 objectives identified for the
study, had been gathered. The most notable findings from the research revealed that:
informal items were preferred to formal items, that customised clothing positively
impacted an individual’s inclination to purchase clothing online, and that they were
willing to pay a premium for this service. Social networks were also identified as having a
limited impact on online clothing shopping at this time, however, there was data implying
that they may prove a useful tool in the future. The analysed data was generally in line
with the available literature explored in chapter two.
A full review of the results will be discussed in the following chapter.
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CHAPTER FIVE
DISCUSSION OF RESULTS
5.1 Introduction
This chapter serves as a bridge between the already existing literature which was discussed
in chapter two and the results provided in the previous chapter. As described in the
conclusion of chapter two a gap exists in the research on the topic of online clothing
shopping in South Africa, however, wherever possible useful results from related studies
will be included in the discussion to follow. The format will be as follows, the
demographic profile of the respondents will be discussed after which the results for each
of the five objectives will be discussed.
5.2 Demographics
For the purposes of this study age, gender, race, employment status and employment level
within an organisation were analysed to provide the data for demographic profiling. One
factor that may have affected the demographics of the respondents is the manner by which
the data was collected. In this instance questionnaires were distributed using snowball
sampling through the medium of Facebook. As a result potential respondents were limited
to people registered on Facebook. To add to this the first batch of potential respondents
approached were all acquaintances of the researcher. It was hoped that respondents would
then further distribute the questionnaire to other potential respondents and diversify the
sample group. It should be noted that as Facebook was the distribution medium, security
settings prevented respondents from forwarding the questionnaire to people other than
those registered as their “friends” on their Facebook profiles. The effect of this is evident
in the lack of demographic diversity of the respondents.
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The majority of respondents fell into the age category 25-29 years, with the next highest
response rate coming from people aged 30-34 years. At the time of distribution of the
questionnaire the researcher was 29 years of age and as such it seemed reasonable that the
majority of his acquaintances would fall between the ages of 25 and 34 years. The
acquaintances who then chose to forward the questionnaire on to their own acquaintances
were similarly limited by the extension of their friendship circles and would probably have
again appealed to people of a similar age to themselves, and as a result the researcher. A
second significant spike exists in the older than 54 category, this can be attributed to the
fact that family and family acquaintances felt obliged to assist with the research. Another
factor unrelated to the researcher yet worthy of mention is that the age group 25-34 is
peaking socially, as Facebook is a social interaction site it is reasonable to expect a high
response rate from this age group. Maslow’s hierarchy of needs (Kotler & Keller 2003)
shows that people are inclined to address their needs systematically according to their
urgency. If this is the case physiological needs are to be addressed and then security needs,
following these social needs are sought after. People both nearing and recently in their
thirties can be considered to be reaching a point in their life where they are upwardly
mobile, suggesting that the first two needs have been met and that social needs are next on
the agenda. The fact that the majority of the respondents were single (54%) implies that
social needs have not yet been met and it could be assumed that respondents are using
Facebook to fulfil this need. Gillham et al. (2003) caution researchers that confining
research to psychological decision making models alone is limiting in that it restricts
understanding only to a linear level and neglects to allow for satisfaction gained through
the shopping experience itself.
5.3 Objective one: To create a profile of online shoppers in South Africa
5.3.1 Age of online clothing shoppers
The results from this study revealed that the majority of respondents who had previously
purchased clothing online were aged between 25 and 29 and accounted for 21% of the
total respondents. A further 13% of respondents who had purchased clothing online were
aged between 30 and 34 meaning that 34% of respondents were aged between 25 and 34.
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Farag et al. (2007) conducted research that revealed that men and the younger generation
have greater experience and familiarity of the Internet and as a result a more favorable
perception of online shopping. North et al. (2003c) in their research found that higher
education levels were prevalent in online shoppers. The age group 25-34 potentially
appealed to both observations as they had sufficient time to gain formal education, (matric
certificates, university degrees and post-matriculation diplomas) and while their seniors
may have had the same opportunities, the age group 25-34 were more likely to be familiar
with the technology used in online shopping as a result of their use of social networks and
other online platforms.
5.3.2 Gender of online clothing shoppers
Across both genders respondents who purchased clothing online were in the minority.
Males, however, showed a greater tendency to shop online than females. Farag et al.
(2007) attribute this to the fact that men are more familiar with technology as a result of
their working environments. Brandon (2010) suggested that individuals in high positions
of employment (mostly men) are often busy and as a result favour an online option when it
comes to buying items, such as shirts appropriate for work. North et al. (2003c) through
their research suggested that Internet shopping is on the increase and that consumers are
drawn by the advantages of time and money saved, therefore if Brandon’s (2010)
observations are correct (that males experience more time pressure), males should be more
prevalent in online shopping. Hansen and Jensen (2008) through their studies revealed that
men and women displayed differences in their online shopping behaviour. They suggest
that whereas men are “quick shoppers” seeking a product to address a need, women shop
for fun and attach a social element to shopping. This could account for fewer females
having purchased clothing online in South Africa as shopping online neglects the social
element in that consumers who shop online bypass the personal interaction that takes place
when shopping in a store.
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5.3.3 Race and online clothing shopping
While white had the highest percentage of online shoppers it should be noted that of the
four race categories only Indians had a higher response rate of the respondents who had
purchased clothing online (5%) than those who had not (4%). Singh (2001) identified a
problem online shopping faces in South Africa is that a large portion of the population is
without access to the Internet. Furthermore, he believes one means by which online
shopping will increase is if consumers are able to alter their behaviour. He stated that
through purchasing products online people are able to overcome their apprehension toward
doing so and will be more inclined to make further purchases online. North et al. (2003c)
suggested that Internet use will increase as education improves in South Africa.
5.3.4 Employment status of online clothing shoppers
Senior managers, closely followed by middle managers, have been identified as the
respondents who purchased clothing most online. This supports the findings of North et al.
(2003c) whose studies suggested that experience working with the Internet plays a major
role in people’s inclination to shop online. Senior and middle managers are expected to
have a degree of computer literacy and are more likely to have higher levels of experience
on the Internet than their juniors. They should, therefore, have a more favourable attitude
toward shopping online than their juniors. Brandon (2010) observed that professionals in
high positions of employment are too busy to shop, they therefore prefer an online option
when it comes to buying shirts appropriate for work. Brandon further noted that these
individuals were also willing to pay more for the convenience and services offered, this
may serve to suggest that their higher discretionary income allows them the luxury to test
online shopping. Another characteristic common among professionals in high positions
within an organisation is that they are assumed to have higher levels of education, North et
al. (2003c) have identified education levels as affecting individuals tendency to shop
online. More educated individuals are believed to be more inclined to shop online as they
have a favourable attitude toward the services offered. It is worthwhile to note that
Hernandez et al. (2010) on exploring socioeconomic factors related to online shopping
behaviour observed that experience gained during the online shopping process served to
nullify socioeconomic characteristics as variables to explain behaviour. However, to gain
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this experience people are required to make online purchases and to do so they will require
Internet access, confidence in the process and the disposable income to do so.
5.3.5 Monthly income of online clothing shoppers
The study clearly shows that the greater the monthly earnings of the respondent the greater
the proportion who purchased clothing online. Respondents earning in excess of R25 000
per month were by a significant margin the category with the highest frequency for
purchasing clothing online, while the earning categories below this showed steady decline.
It could be assumed that respondents earning more than R25 000 per month were of a
higher education level, had elevated positions in the workplace and greater work
responsibilities, resulting in less time for activities such as shopping.
5.3.6 Relationship between monthly clothing expenditure and potential online monthly
clothing expenditure
When shopping for clothing online respondents clearly indicated that they were
apprehensive to spend large sums of money on clothing. This is reflected in Figure 4.4
which illustrated that the lower the expenditure bracket the greater the respondents’
confidence to buy online. Hansen and Jensen (2008) suggested that both men and women
alike prefer to have a third party opinion when shopping, as such this may act as a barrier
to online clothing shopping. A further hurdle faced by online shopping is that consumers
are reluctant to commit to products that they traditionally evaluate and attribute value to
through touching, tasting and feeling. Clothing is relatively susceptible to tangible scrutiny
as consumers generally like to try items on to gauge the fit, feel the fabric to assess the
quality and seek a third party opinion to gain confidence in their appearance.
North et al. (2003a) believed that the Internet greatly simplified Kotler’s five stage buying
process as the second stage, information search, is done online. It offers a single location
with an abundance of information regarding products, product features, relative pricing,
product comparison and supplier reliability. This may aid consumers looking to buy
clothing online, for example in the situation identified by Brandon (2010) where
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professionals in high positions are constantly under time pressure and as a result reluctant
to spend time in malls shopping for dress shirts appropriate for work. A simplified buying
process and convenient delivery system would entice them to buy online. However, dress
shirts are relatively inexpensive and are only required to be purchased periodically
meaning the total expenditure would be low. More costly fashion items may require more
thought and a tangible experience as well as consultation with a third party.
5.4 Objective two: To determine online clothing shopping patterns
5.4.1 Formal and informal online clothing purchases
Of the clothing items purchased online, the highest purchases were of informal clothing as
opposed to formal clothing. This may be a buying behaviour or may merely reflect a trend
in fashion.
5.4.2 Items purchased by online clothing shoppers
This study revealed that of the respondents who had shopped online the majority of
purchases made were for shirts (37%) followed by shoes (29%). By a significant margin
the least purchased items were suits (1%). Pillay and Singh (2010) revealed that when it
came to more expensive purchases consumers did become more confident in online retail.
If this were applied to clothing, suits should be the item most purchased online followed
by shoes. However, suits are a very specific item when it comes to fitting and as stated the
cost is relatively high. A study by Singh (2001) showed that respondents were reluctant,
among other things, to buy products with which they had not had tangible contact.
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5.5 Objective 3: Attitude toward online clothing purchases
5.5.1 Respondents willingness to repurchase clothing online
Nearly three quarters (73%) of the respondents who had made online purchases would
consider doing so again. This supports research performed by Hernandez et al., (2010)
who found that even the elderly, with their limited computer literacy, showed improved
attitudes and perceptions of online shopping after having performed a few transactions.
Hernandez et al. (2010) further found that socioeconomic factors became less reliable as a
means of explaining shopping behaviour in people who had participated in online
shopping. The research indicated that experience gained during the online shopping
process served to nullify variables explaining behaviour. Other studies further supporting
the research were conducted by van Staden and Maree (2005), and North et al. (2003c)
who believed that a major perception difference between online and in store shopping is
that the information available on the Internet simplifies the buying process as identified by
the second stage of Kotler’s five stage buying process. van Staden and Maree (2005)
further observed that perceptions of online shoppers were that they were saving money by
shopping online as expenses related to visiting stores and impulse purchases were not
incurred. Furthermore, one of the greatest hurdles faced by online clothing vendors was
people’s desire to have a tangible experience with products, the willingness to repurchase
clothing online indicated that experience will help overcome this hurdle.
5.5.2 Clothing items likely to be repurchased by online clothing shoppers
The results from items purchased online are similar to those of items likely to be
repurchased online by shoppers. The only exception being that respondents had a greater
tendency to purchase shoes online than shirts, however, all other items remained in their
same position in the hierarchy. Suits showed a dramatic increase from 1% to 6%.
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5.5.3 Reasons not to buy clothing online in future
When expressing their reluctance to buy clothing online, respondents identified sizing and
fit concerns as their primary concern with 36% of respondents listing this as a concern.
This supports the claims by van Staden and Maree (2005) that shoppers are apprehensive
to buy online without having a tangible experience with the product, furthermore, van
Staden and Maree used the example of clothing to highlight this issue. The inability to
touch/feel the items was the next most prevalent concern expressed by the respondents.
This again refers to the concerns over the lack of having a tangible experience with the
product expressed by both van Staden and Maree as well as Singh (2001). The third most
urgent concern was quality concerns and can again be traced back to the shopper’s
inability to see the product first hand before making the purchase. North et al. (2003c)
stated that consumers become loyal to brands as a result of consistency. It is this brand
consistency that empowers shoppers to overcome their concerns regarding the quality of
products. In order to capitalise on this brand loyalty, it is advisable for brands to place
extreme emphasis on consistency of their products and to replicate their in-store and
online offerings. Another means, by which brands can improve their market share, as
identified by van Eck et al. (2004), is to gain endorsement from celebrities and other
public figure heads. In South Africa the crime rate is of concern to all citizens, online
shopping is no different. While it does withdraw consumers from being exposed to certain
categories of crimes, by making the need to leave the house obsolete, more sophisticated
crimes still exist. Providing credit information was a concern for respondents when
shopping online. North et al. (2003c) identified the three major concerns related to security
for internet shoppers in South Africa are: the seller’s credibility, the implications of
providing credit card information, and the security of Internet payment methods. However,
North et al. (2003c) also suggested that South Africans are comfortable using Internet
banking and other similar experiences would reduce safety concerns and therefore have a
positive impact on the attitude toward shopping online. Of equal concern to the
respondents as providing credit information, was the fear that goods may not be delivered.
Pillay and Singh (2010) suggested that online vendors can have a positive impact on
online shoppers’ perceptions of payment methods by providing secure payment methods
that protect both the buyer and the seller. Another method to ease the concerns of
consumers would be to offer a variety of payment methods, for example electronic
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transfers. Webchek (1999 cited in North et al. 2003c) found that before buying online
South African shoppers experienced indecision based on their concerns regarding
reliability. This statement agrees with both the findings of this study and those of North et
al. (2003c) once again both experience and brand image can be used to overcome these
problems. Of less concern to respondents was the fact that products are not immediately
available, the user friendliness of the site and other concerns. North et al. (2003c) believed
online testimonials are one method by which the concerns of online shoppers can be put to
rest. Based on their research Denis et al. (2010) agreed with this notion but emphasized
that younger online shoppers are less inclined to buy into the promises offered by online
marketing but rather prefer real experiences.
5.6 Objective four: To establish the impact social networks can have on online clothing
shopping
5.6.1 The ability of social network feedback to increase confidence levels in online
shoppers
South African citizens are greatly plagued by the thought of criminal activity and security,
to add to this online shoppers are often apprehensive as a result of not being able to have a
tangible experience with products prior to purchase. North et al. (2003c) suggested that
online testimonials and reviews of their experiences by other shoppers could assist in
overcoming this apprehension. Dennis et al. (2010) conducted research that indicated
younger shoppers prefer real experiences to promises offered by online marketing and
believe social networks, where peers express their own opinions and experiences are a
useful means to put potential online shoppers’ minds at ease. Dennis et al. (2010) define e-
shopping as the combination of online shopping and social networking. They also continue
to state that by this definition of e-shopping consumers have another dimension added to
their shopping experience. Social networks allow third party opinions, product and fashion
information and still appeal to shoppers looking to save time and money. The current
study supports the claims made by the above mentioned researchers as 29% of respondents
responded that social network feedback increases their confidence when buying online.
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5.6.2 Use of social network feedback when making online purchases
This study revealed that a significant 38% of respondents never sought advise on social
networks prior to making an online purchase. This directly contradicts the opinions of
North et al. (2003c) and Dennis et al. (2010) who believed that social networks would be a
useful tool to ease the mind of online shoppers. This is not to say that social networks are
not useful for this purpose but rather that they are not fully utilized in South Africa at
present. The fact that 29% of respondents indicated that social network feedback would in
fact increase their confidence when buying online supports the findings of both: North et
al. (2003c) and Dennis et al. (2010). The section to follow will identify which topics
respondents would consider most important if they were to review social network
feedback before making online purchases.
5.6.3 Social network feedback of interest to respondents
Although, based on the responses of this study, South Africans are currently not
adequately using social networks when seeking feedback from other online shoppers it
may still prove a useful tool to online vendors in future as were the findings of Dennis et
al. (2010). This study shows that when reviewing clothing feedback, online shoppers
would value information on the following topics: quality, reliability, fit and security, user
friendliness and variety. With this information in mind it seems that online vendors would
be wise to both advertise and utilize social networks to address potential online shoppers
in future.
5.7 Objective five: To establish whether customisation can affect attitude toward online
clothing purchases
The final objective of this study was to establish the effect customisation can have on the
attitude of consumers toward online clothing purchases. After an extensive search of
existing literature no similar analysis has been performed so it was impossible to compare
the findings to other research.
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5.7.1 Customisation options most valued by online clothing shoppers
Matzler et al., (2007) believed that companies are currently faced with a challenge to shift
their production and marketing strategy from identifying and appealing to target groups, to
making individually customised offerings. They continued to express concern over the
possibility that consumers may become overwhelmed by the choices and information
made available to them and that this may negatively affect decision making. This
phenomenon, coined consumer confusion, is believed to lead to a variety of coping
strategies such as: decision delegation, additional information searches, postponement of
purchases and in the most severe circumstances abandonment of purchases altogether.
However, the results of this study imply a different end result as respondents seemed to
assign value to all customisation options on offer when it came to selecting clothing
customisation options. Wind and Crook’s, (2006) findings were in agreement with the
findings of this study that consumers attribute value to having a variety of customisation
options. In fact they agree so strongly that they have gone as far as to suggest that modern
day consumers, with their comparative shopping and abundant information, are no longer
recipients of products and services but rather have become a necessary part of research
and development as well as production and marketing.
5.7.2 Customisation effect on price sensitivity
Pine (1993) stated that consumers are no longer willing to sacrifice their preferences in the
name of consistency and affordability. Instead they are evolving toward accepting only
what they specifically want and need and in compensation they are willing to pay a
premium to obtain it. He continues to describe how modern technology and the invention
of the Internet have made this a reality for the consumer, furthermore, flexible
manufacturing with its economies of scope and mechanized manufacturing have come to
the aid of producers creating cost efficiency and sufficient volumes to ensure sustainability
of operations. The current study strongly supports the opinions of Pine with 80% of
respondents stating that they would be willing to pay a premium for customised clothing.
Brandon (2010) found that professionals who were willing to pay additional sums for
customised services are further impressed when provided with fit, styling and colour
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options, thus supporting the findings of this study which found that respondents sought
variety in fit, styling and material options in that order.
5.8 Summary
Chapter Ffive discussed the key findings of the data collected from the respondents who
participated in this study. Accompanying the discussion of the results a comparison of the
study’s findings was made with available literature gathered from related studies. The
findings of this study were, for the most part, in agreement with the available literature.
Chapter Six will present the conclusions of this study, it will also suggest
recommendations and identify the limitations of the study.
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CHAPTER SIX
CONCLUSIONS, LIMITATIONS AND RECOMMENDATIONS
6.1 Introduction
Chapter six is the concluding chapter of this study and will highlight the salient findings of
the study. It will also highlight the limitations identified during the study.
Recommendations will also be made for future similar studies on consumer buying
behaviour, specifically those regarding online clothing purchases.
6.2 Research implications
The core of the study was the literature review (Chapter Two) and from there the study
developed into its current form. It was established that there was a gap in the research on
the topic of online consumer buying behaviour specific to clothing. The study aimed to
explore factors that currently influence online clothing shoppers and to identify further
factors that could be used to improve the attitude towards online clothing shopping. The
five objectives set out in the study were designed specifically to identify factors that could
improve the consumer attitude toward online clothing shopping. The unveiling of the
World Wide Web (WWW) in 1989 has opened up new channels and changed the way
people accomplish things, (Pillay and Singh, 2010). Pillay and Singh (2010) further
suggest that consumers are able to make purchases from almost anywhere, including their
homes and offices, as consumers are now able to shop at the click of a button. Therefore,
understanding who shops for clothing online and what offerings could improve public
attitude toward online shopping is essential to vendors as it will assist them to satisfy their
customers and could potentially expand their market. Consumers also stand to benefit
from the study as online shopping is identified as being quicker, cheaper and potentially
offers wider variety to consumers.
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6.3 Conclusions, implications and recommendations
Several conclusions can be drawn from this study, however, it should be noted that these
conclusions are based on the opinions of the respondents who took part in the study and
cannot be generalised to the South African population as a whole. The research, through
its findings, suggests a trend in behaviour does exist among the population surveyed.
These trends are potentially of interest both to the consumer and the online vendor and
will be discussed accordingly.
6.3.1 Implications of the profile of online shoppers
As is the case for any retailer, online vendors must know who their customers are so that
they may be in a better position to satisfy the needs of their market. The findings of this
study indicated the following regarding online clothing shoppers in South Africa: they
were both males and females (with a weighting towards males) between the ages of 25 and
34 years, they were predominantly Whites followed by Indians who held senior positions
in their organisational hierarchy (13% senior managers and 12% middle managers), and as
such they were higher income earners (18% earned more than R25 000 per month). This
information will aid vendors in addressing their market as they will be able to identify
what form of mass media to use in an attempt to create awareness and advertise. They will
also be aware that they are addressing an educated computer literate segment of the
population and as such can use the Internet with its abundance of information and
extensive reach to approach potential customers. The implication of addressing those with
elevated positions and relatively high incomes suggests that vendors could provide high
end luxury goods with relatively high profit margins. However, they should take care to
adhere to the perception of the consumer that online shopping is cheaper than doing so in
store. Finally the findings of the study also indicated that familiarity with the technology
used, when shopping online, greatly improved consumers’ attitude toward online
shopping. As technology is always advancing vendors should take care to remain up to
date with technology advances in an attempt to retain their current market, furthermore,
the South African government’s emphasis on improved education suggests that a new
generation of online shoppers is on the horizon who will be familiar with online
81
technology. They may require slightly different offerings but their volume and buying
potential should not be ignored.
6.3.2 Implication of online shopping patterns
The findings indicated a preference for informal items, however, clothing is highly
susceptible to fashion trends meaning that informal items may not be a preference for
online shoppers but may merely reflect the current trend in clothing in South Africa. South
Africa is also a very hot country that has somewhat relaxed dress codes both at special
events and at the workplace, this could be another factor that influences the tendency of
online shoppers to show a preference for informal clothing.
Respondents also showed a significant preference for shirts and shoes as opposed to
jackets, jerseys, trousers and suits when shopping online. This is more likely to be
attributed to the confidence level of buying online rather than fashion trends in clothing.
For example suits are a high ticket item meaning that consumers will need to be extremely
confident in the item before outlaying a significant amount of capital. By contrast shoes
are more consistently universal, for example a consumer who is a size nine in a particular
brand is likely to be the same in another brand. Suits on the other hand show a degree of
variance from one producer to another in terms of cut and fit. Consumers will therefore
know their shoe size with a high level of confidence and may have less confidence in their
suit size, it is this consistency in shoes as an item that may allow it to be relatively
frequently purchased online.
Shirts, while they may be faced with some of the same barriers as suits, are by comparison
a cheaper item. There is also a degree of consistency in that consumers will probably
know their neck size with a high level of confidence, and their body measurements with
moderate confidence. This coupled with the fact that shirts are relatively inexpensive may
allow consumers the confidence to make the purchase. A shirt is also a relatively
distinctive item of clothing worn with a degree of regularity, as such consumers generally
need more shirts to allow greater rotation. Trousers on the other hand are less distinctive
and the same pair can be worn more frequently, trousers are also more durable than shirts
and therefore do not require frequent repurchase.
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In order to instil greater levels of confidence in shoppers, vendors can do one or all of the
following. First they can approach celebrities and other influential people to endorse their
products and instil confidence in the consumer, they could also attach an online review
area to their site where real people with tangible experience with the products can provide
feedback to other potential buyers, finally they could promote micro stores in key areas
where consumers are able to have a tangible experience with the products on offer before
committing to them online. Products would need to be delivered exactly as they were
displayed in store and the site should resemble the store’s layout in order to instil
confidence in the consumer. After having a favourable online experience consumers will
become confident in the process and could potentially increase their online buying
behaviour. Having these stores may also create a social experience for the consumer as
they can interact with the sales staff.
6.3.3 Attitude toward online shopping
When those respondents who had previously made online clothing purchases were asked if
they would do so again in future almost three quarters responded positively, this is a
strong indicator that familiarity with online shopping is a major contributor to future
online shopping behaviour. As such it is advisable that vendors commit resources and
efforts to obtaining that first time purchase. In order to do this vendors are required to
overcome the apprehension and concerns of potential online shoppers. With these
concerns being identified as: the lack of a tangible experience (and as a result the concerns
over fit, size, touch and feel of products), quality concerns, revealing of credit information
and fear of non delivery, vendors are required to address a variety of different areas and
concerns. The most prevalent concern is that of not being able to have a tangible
experience with the product. In order to overcome this hurdle it is advised that vendors
have return policies that strongly favour the consumer. This will illustrate the vendors’
confidence in the products and will allow consumers the confidence to commit to the ever
important initial purchase. Another means by which to gain the trust of the consumer is to
once again erect micro stores in key areas that will allow the consumer to have a tangible
experience with the product in store before making a purchase online. This is a costly
exercise and will require attention to detail in ensuring consistency of products.
83
The issue of quality concerns would be greatly assisted by the offering of a tangible
experience with the products and could be further improved upon by creating a brand with
which consumers can identify, gaining the endorsement of popular figures in the
community (television personalities, idol figures and other known trend setters) will also
prove useful. Branding offers a promise of consistency as the symbol represents a
familiarity with which consumers can identify. This symbol is of extreme importance as it
will allow the consumer to identify the product with which they have previously
experienced a high level of satisfaction. It is experience and brand identification that will
create brand loyalty and result in repeat business by consumers. Once this loyalty has been
achieved it will also increase their profit margins as consumers are less likely to seek the
product elsewhere.
Providing credit information and the risk of fraud is a very real concern for consumers,
however, it is near the bottom end of the concerns listed by the respondents. This is
probably a result of the frequency of this manner of purchasing being on the increase and
as a result their familiarity being increased. However, at 7% it still requires some attention
and it would be advisable for vendors to allow consumers the option of multiple payment
methods and to include the expertise of a third party. The third party could act as an
intermediary who holds the payments made by the consumer until such a time as they have
received the goods from the vendor, if the goods are never received than payment would
never take place and the fee would be returned to the consumer.
The final concern identified by the study was the fear of non delivery of goods purchased.
Again the inclusion of a third party in the payment would alleviate these concerns.
Additional means by which to increase the consumers’ confidence levels would be to offer
transport insurance and a variety of delivery options, (couriered, posted, consumer
arranged collection) and to establish a strong relationship with a recognized transport
company.
Attaching online reviews to the site where consumers make their purchases will also aid in
promoting consumer confidence. It would be important that these reviews are honest and
made by people who have had real experiences with the products and services on offer.
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6.3.4 Influence of social networks
The literature review placed significant emphasis on the fact that shopping is not merely a
means to an end but has a social element to it as well. Women in particular were identified
as placing value on this element of the shopping experience and concern has been raised
over online shopping’s ability to provide for this. Social networks provide a platform for
consumers to express their opinions and share their experiences thereby catering to
peoples’ need for social interaction. Furthermore social network sites provide an
invaluable base for potential shoppers to view real experiences of their peers and get
realistic feedback of the services and products on offer. This will assist in creating the
necessary confidence required for online purchases. The responses received revealed that,
in South Africa, social networks are underutilized in this regard even though both
shoppers and vendors alike could benefit from using their facilities. Vendors need to place
more emphasis on attracting potential shoppers to social networks where their products are
under review and by doing so will be both advertising their product and creating a brand
with which shoppers can identify. One means by which vendors could attract potential
shoppers would be to create a forum where they suggest fashion tips and advise people on
how to dress for various situations. Further credibility could be generated by employing a
popular public figure to write an interactive advice column where consumers could ask
questions and gain insights from a recognized expert in the field. Sections should also be
dedicated to highlighting the benefits of shopping online (more affordable purchases, time
saving, door-to-door delivery, shopping from anywhere, access to information and the
wide variety of products on offer) and to specifically create a voice for shoppers to share
their experiences regarding: quality, reliability, fit, security and user friendliness of the
site.
6.3.5 Influence of customisation
Although some literature does exist discussing consumer confusion, the risk that providing
consumers with too much choice is daunting to them, this study found that online shoppers
value choice and are enticed by the prospect of customised goods. The age group 25-34
were identified as those shoppers most influenced by customisation options. This is
important to vendors who could employ target marketing to address this age group. It may
85
be advisable to use social networks to address this age group as they are still socially
active and doing so may assist in adding a social element to the shopping experience.
Customisation as an option may also create a social element around the shopping
experience as it allows shoppers to design their own product as it were, it is also somewhat
a novelty meaning that consumers will be excited to discuss their findings with other
friends and colleges at social gatherings. This will further promote the products and instil
confidence in potential customers. A less obvious benefit to the vendor would be that by
allowing shoppers to design their own products and therefore obtain an element of
exclusivity, added value is created for which the vendor is able to charge a premium.
Vendors will also rely on consumers for innovation, negating them of the need to employ
designers and research and development teams. Vendors should also note that the results
of this study imply that customisation options regarding fit, styling and material options
are considered the most important by consumers. Allowing consumers the option to
customise their own goods also creates a barrier to entry for competitors as consumers will
have their information stored by a particular vendor and will therefore be reluctant to go
through the painstaking process of establishing a relationship with another vendor.
6.4 Further recommendations arising from the study
The research objectives were suitably satisfied as certain trends regarding online buying
behaviour were identified. The findings of the study were significant as they indicated
which offerings consumers find important when shopping for clothing online and it is
through addressing these offerings that vendors will be able to satisfy the market in future.
However, there is still scope for further improvement and from the research and the
conclusions above it is suggested that the following also be considered.
The benefits of social network sites and their application by both vendors and
consumers have already been discussed, however, targeting specific sites may
prove more valuable. For example LinkedIn is a network site dedicated
specifically to professional networking. As the study revealed that a significant
portion of online shoppers are professionals with elevated positions in their
86
organisational hierarchy, a professional networking site seems a logical avenue
to promote one’s products and address potential customers.
Vendors should also identify avenues through which to approach their target market.
These avenues should use similar technology to that used when shopping
online as the familiarity would assist the consumers and increase their
likelihood to make purchases.
One of the major concerns for consumers when shopping online is their inability to
have a tangible experience with the products before purchasing them. It is
therefore advisable for vendors to have favourable return policies giving
consumers the confidence to make their initial purchase.
6.5 Limitations of the study
The limitations of the research must be identified as it will provide guidelines for further
studies in future. Also listed with the limitations are ways in which these limitations can
be overcome for future research.
6.5.1 Sampling method employed and lack of demographic diversity
Although the sample size was sufficient for the type of research the sampling method
used, snowball sampling, gave some problems in that there was a distinct lack of
demographic diversity. The use of Facebook as a means to distribute the questionnaire was
somewhat limiting when combined with snowball sampling. Questionnaires were initially
sent only to “friends” of the researcher on Facebook and it was then hoped that these
recipients would further distribute the questionnaire to their “friends” and so on. The
reliance of the researcher on respondents to further distribute the questionnaire resulted in
a lack of control over the process by the researcher which in this case resulted in the
majority of respondents being young, White people between the ages of 25 and 34. It is
suggested in future studies that the distribution method should include other online
methods and not just Facebook. Furthermore, in using Facebook it is advised that the
87
researcher’s initial distribution be done with a degree of demographic diversity as can be
seen in the Figure 6.1. The figure shows that the researcher should be the centre of the
study as they are the initial distributors of the questionnaire.
Figure 6.1 Model to achieve demographic diversity
In an attempt to gain demographic diversity the researcher must ensure that all the
necessary demographic groups are represented in their initial distribution. These primary
recipients would then forward the questionnaire on to their peers and acquaintances and
hopefully the snowball effect will represent one of diversity. Figure 6.1 illustrates this
point using race as an example. The researcher is at the centre and must distribute to
people from all relevant race groups: Whites, Blacks, Indians and Other. It is then hoped
that these initial recipients will distribute the questionnaire and it is assumed that they will
predominantly distribute it to people sharing a similar demographic to themselves.
6.5.2 Limited scope
This study focused primarily on attitudes of respondents toward online shopping and in
doing so focused on the impact of social network sites and of providing customisation
options. However, there are many more factors that may influence the attitude of
consumers that were not considered. It is therefore recommended that future studies on the
topic of online clothing shopping explore some of these other aspects.
M
I
R
W
B
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6.5.3 Questionnaire format
The questionnaire predominantly allowed the respondents only to select a response from a
list of predetermined answers. These were provided by asking respondents to tick only the
box or boxes that applied to them and therefore limited their answers. Personal interviews
could assist in gaining a more meaningful understanding of respondents’ attitudes as it will
allow the respondents the opportunity to deviate from the narrow scope provided by a
questionnaire. It would also allow respondents the opportunity to clarify any areas they
have limited understanding.
6.5.4 Current available literature
While there is an abundance of literature on the field of online shopping both from local
sources and sources abroad, the specific nature of the this study meant that the area of
study had a relatively limited amount of academic literature meaning it was difficult to
obtain information on the topic. Adding to this is the fact that there is a void of
information specific to South Africans and their attitude on the topics discussed making it
impossible to compare results of the findings. In the case of future studies it is
recommended that other online behaviours be observed and compared with the findings in
clothing and a variety of sources of information be used. These should include: books, e-
books, newspaper articles, online editorials and journals as well as other findings.
6.5.5 Social desirability bias
One of the dangers faced by all forms of research is that of social desirability bias where
respondents attempt to respond in such a way as they believe the researcher is expecting
them to. Respondents may have felt pressured to respond more favourably than they
should have in order to live up to a perceived expectation that they desire to be seen as
technologically proficient. If this was the case then the findings of the study could be
exaggerated and the attitude of respondents toward online clothing shopping may not be
accurate.
89
6.5.6 Lack of respondent segmentation
The unique nature of this study meant that only limited information was available on
various aspects of the study. As a result respondents were grouped into broad categories.
In future it is recommended that researchers break down the demographic groups of the
respondents further in order to gain a more thorough understanding of their individual
preferences and buying behaviours. This can be done along the following criteria: age,
race, income bracket, employment position, frequency with which they shop amongst
others.
6.6 Recommendations for further research
Analysis of this study, its findings and its limitations, provide the foundation for the
research recommendations. This study is to date the only one identified that deals
specifically with online consumer buying behaviour of clothing in South Africa. In spite of
the limitations the current study does allow for future research in the specified field, the
following are the recommendations for further research:
In the study the sampling frame adopted was for Facebook users resident in South
Africa. It therefore excluded anyone not resident in South Africa and anyone
without a Facebook account. It is advised that future studies include other
social network sites and other forms of online distribution, for example e-mail.
Doing this will increase the reach of the study and may aid in improving the
demographics of the respondents which will in turn improve the understanding
of the study.
The study was largely descriptive in nature and focused the responses into specified
areas provided by tick boxes. In order to increase the understanding of the
fields explored it could be worthwhile to focus on a specific field, for example
the affect of customisation on attitude of the respondents. This would increase
the researcher’s understanding of the effect of each individual factor as it
impacts on online clothing purchases.
90
Qualitative analyses should also be used in future as the responses are limited by the
answers provided in the questionnaires. Qualitative analyses will allow
respondents to express themselves more accurately and provide a more in depth
understanding of the fields being explored.
Currently there is insufficient literature in the field of online consumer buying
behaviour specific to clothing in South Africa. It is advised that further
research is conducted with emphasis placed on qualitative research to allow the
unique attitudes of the respondents to be understood.
Future research topics could include:
o Extending the research to South African citizens other than those
on Facebook.
o Analysing the differences in attitudes of varied age groups and race
groups to offerings such as customisation and social networks.
o The effect of branding on the attitude of online clothing shoppers
in South Africa
o Conduct a qualitative analysis exploring the attitudes of potential
online clothing shoppers, and compare this to the experiences of
respondents who have shopped online.
o A review of the extent of online clothing shopping worldwide and
a comparison of the most successful vendors. This should also
include a detailed report on what offerings these vendors provide
and how it influences public opinion of them.
6.7 Summary
The aim of this study was to understand consumers’ online clothing buying behaviour. To
do this five objectives were identified and a questionnaire was designed to provide insight
into these five objectives. The data provided insight into the attitudes and appreciation of
the consumers to the various offerings provided by online shopping. It was found that
91
most respondents who had shopped for clothing online in the past were willing to do so
again in future and that providing customisation options was positively viewed by
respondents. Although limitations do exist, this study proved to be beneficial in analysing
online consumer buying behaviour of clothing in South Africa.
92
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APPENDIX-1: QUESTIONNAIRE
UNIVERSITY OF KWAZULU-NATAL
GRADUATE SCHOOL OF BUSINESS
Masters of Business Administration Research Project
Researcher: Matthew Gammie (031 312 7784)
Supervisor: Prof. Anesh M. Singh (031 260 7564)
Research Office: Ms P Ximba 031-2603587
Dear Respondent,
I, Matthew Gammie an MBA student, at the Graduate School of Business, at UKZN,
invite you to participate in my research project entitled Consumer buying behaviour:
Factors affecting online clothing purchases in South Africa. The aim of this study is to,
profile a South African online clothing shopper and explore their behaviour.
Your participation in this project is voluntary. You may refuse to participate or withdraw
from the project at any time with no negative consequence. If you have any questions or
concerns about completing the questionnaire or about participating in this study, you may
contact either my supervisor or myself at the numbers listed above. The survey should take
you less that 10 minutes to complete. In order to begin the survey, click the Continue
button, which is understood as you Agree to taking the survey.
Thank you for your time and support.
Sincerely
Matthew Gammie
Date 20 April 2011
98
Do you currently live in South Africa?
Yes
No
Age
Younger than 20
20 - 24
25 - 29
30 - 34
35 - 39
40 - 44
45 - 49
50 - 54
Older than 54
Gender
Male
Female
99
Race
Black
White
Indian
Mixed
Other
What is your marital status?
Married
Divorced
Widowed
Single
What is your current employment status?
Student
Part time employed
Full time employed
Other
100
Which employment level best describes you?
Non management employee
Junior manager
Middle manager
Senior manager
Please specify your monthly income bracket
R5 000 or less
R5 001 - R10 000
R10 001 - R15 000
R15 001 - R20 000
R20 001 - R25 000
R25 000
How long have you had internet access, (years)?
< 1 year
1 - 2
3 - 4
5 – 6
6 years
101
How much do you currently spend on clothing, (monthly)?
< R1 000
R1 001 - R2 000
R2 001 - R3 000
R3 001 - R4 000
R4 001 - R5 000
R5 000
Have you ever made an online purchase?
Yes
No
Have you ever purchased clothing online?
Yes
No
Were the items formal?
Yes
No
102
What items did you buy?
Shoes
Trousers
Suits
Shirts
Jackets
Jerseys
Would you consider buying clothing online in future?
Yes
No
What items would you consider buying? (You may select more than one option)
Shoes
Trousers
Suits
Shirts
Jackets
Jerseys
103
How much would you spend on clothing, online (monthly)?
R0 - R1 000
R1 001 - R2 000
R2 001 - R3 000
R3 001 - R4 000
R4 001 - R5 000
More than R5 000
Why would you not buy clothing online in future? (You may select more than one option)
User friendly.
Credit information.
Afraid of non-delivery of items.
Quality concerns.
Items are not available immediately.
Sizing and fit concerns.
Inability to touch/feel the items before purchase.
Other
Why would you not buy clothing online in future? (You may select more than one option)
Quality was below standard
I never received my goods
I was the victim of fraud
What I received and what I ordered were different
Sites are difficult to navigate and not user friendly
104
Would you be more inclined to buy clothing online if it were customised?
Yes
No
What would you consider the most important customisation options? (You may select
more than one option)
Made to measure
Material options
Styling options
Trimming/contrasting options
Would you be willing to pay a premium for customised clothing?
Yes
No
Are you currently active on social networks other than Facebook?
Yes
No
105
How many social networks are you currently active on? (You may select more than one
option)
Myspace
Mxit
Only Facebook
Other
Social network feedback increases my confidence when buying online
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
When purchasing online do you seek advice on social networks?
Never
Rarely
Sometimes
Usually
Always
I dont make purchases online
106
What feedback would you be interested in reviewing from your social network? (You may
select more than one option)
Security issues
Quality
Fit
Reliability
Variety
User friendly
107
APPENDIX-2: ETHICAL CLEARANCE